Is anti-consumerism ruining Christmas?

I can’t lie. The festive season stresses me tf out.

It always has. But, I’ll admit, it has become increasingly worse as I venture into adulthood.

Because it’s not all tinsel and bells.

It’s also the ever-creeping fear that this giving season will financially be the death of me.

Or maybe the excess waste will finally take its toll on the planet.

Or maybe it’s just lost its meaning in the whirlwind of other sh*t we’re all dealing with outside of ‘holiday cheer!’

I don’t mean to be a grinch.

But it seems this year, I’m not the only one with some hesitation toward the upcoming months.

According to RetailDive, 33% of holiday shoppers plan to dial back their spending this year.

And nearly a quarter said the cost of holiday shopping will stress their budgets.

Ya, I felt that.

It seems a growing number of consumers are opting out of the usual festivities in favour of quieter, more intentional ways of celebrating. From foregoing presents entirely to embracing donation drives or experiential holidays, the movement to skip the festivities is gaining traction—and brands are starting to take notice.

It’s not that people are losing their festive spirit—it’s that the traditional holiday model doesn’t resonate as strongly anymore.

Several cultural and economic factors are fuelling this shift:

1. Climate anxiety

The idea of excess during the holidays is at odds with growing awareness about sustainability. And it's causing a cognitive dissonance among consumers.

Piles of single-use wrapping paper, plastic decorations, and fast-fashion party outfits are clashing with a desire to minimise waste and reduce carbon footprints. Consumers are increasingly asking, Do I really need this?

2. Anti-consumerism

For some, the endless cycle of holiday sales and gift-buying feels hollow.

So, in lieu of this, the focus has shifted from accumulating 'stuff' to creating meaningful memories or giving back. This sentiment is driving a push toward experiences—travelling with loved ones, hosting intimate dinners, or simply opting for a season of reflection.

3. Burnout and financial pressures

After years of pandemic disruptions, rising costs of living, and social fatigue, many people feel overwhelmed by the expectations the holidays bring. The pressure to deliver the 'perfect holiday' is enough to make anyone flee for the North Pole.

The question is, can brands adapt?

And the simple answer is, yes. Because we always do.

Skipping the holidays doesn’t mean consumers are stepping away from spending altogether. They’re simply looking for brands that align with their values. This shift offers a unique opportunity for businesses to innovate.

1. Reframe the narrative.

Rather than pushing over-the-top holiday sales, brands can focus on themes of simplicity, sustainability, and mindfulness. Patagonia’s 'Don’t Buy This Jacket' campaign is a perfect example of how anti-consumerism messaging can resonate.

2. Champion experiences.

Brands can encourage experiential holidays by offering travel-related products, cooking kits for intimate meals, or workshops that teach skills people can share with loved ones. In other words, market memories over materialism.

3. Emphasise giving back.

Donation campaigns or initiatives like 'Buy One, Give One' align with consumers who want their purchases to make a difference. Highlighting charitable partnerships or sustainability efforts is a powerful way to connect with these values.

Brands leading the way.

Some brands are already excelling at this. Take REI’s annual #OptOutside campaign, which closes stores on Black Friday and encourages people to spend the day in nature.

Or Bombas, whose socks and holiday bundles come with a built-in 'give back' message. The brand donates a pair of socks for every pair purchased.

These brands prove that you don’t have to shout about sales to make a lasting impression.

Is this a cultural shift in the making?

This more conscious holiday movement signals a broader transformation in how we approach celebration, consumption, and connection.

It’s less about having and more about being. For marketers, this shift demands a recalibration of strategies. But it’s also a chance to meet consumers where they are, offering value that goes beyond the transactional.

This holiday season, it might be worth asking yourself: what do people really want? If you listen closely, the answer might surprise you.

-Sophie, Writer