Overview:
Many people assume that winter holidays — from Christmas to Hanukkah to New Year’s — were created to keep businesses alive during the cold months. But how true is that? Presence News breaks down the historical, cultural, and economic truth behind one of the season’s most common myths.
Were Winter Holidays Created to Boost Sales?
It’s a popular idea: winter arrives, sales slow down, and suddenly companies push holidays to get people spending again. But while it’s true that the modern retail industry relies heavily on the holiday season, the origins of winter holidays go back thousands of years — long before Black Friday deals and online shopping carts.
Ancient Roots of Winter Celebrations
Humans have celebrated the winter season for centuries. Festivals like Saturnalia in ancient Rome, Yule among early Germanic peoples, and Dongzhi in China were ways to bring light and warmth during the darkest days of the year. These celebrations centered on community, survival, and hope — not commerce.
The Rise of Commercialization
The connection between holidays and business didn’t appear until much later — particularly in the 19th and 20th centuries, when industrialization and advertising transformed traditions into consumer events.
- Christmas commercialization ramped up in the late 1800s with department stores like Macy’s.
- The idea of gift-giving became a marketing opportunity, helped by Coca-Cola’s 1930s Santa Claus campaign.
- By the mid-20th century, retailers were depending on November–December for a large portion of annual revenue.
So, Were Holidays Created for Sales?
No — but they were adapted for them.
The holidays weren’t created to boost business; they were ancient celebrations that businesses learned to benefit from. Retailers capitalized on emotional, family-centered traditions that already existed — and that’s what turned them into today’s shopping season.
The Bottom Line
Winter holidays are older than capitalism itself. But there’s no denying that modern companies depend on them to stay profitable through slower months.
So while your favorite brand didn’t invent Christmas or Hanukkah, they’re definitely part of why the season feels more like a sale than a solstice.
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