As the festive season approaches, opportunity arises to reflect on the Christmas traditions that have remained, been created, and been lost. The Christmas season, for those who celebrate it, is meant to be a time to unite with loved ones and spread joy and happiness. However, while undertaking research for this article, what appears blatantly clear is the marketing strategy takeover of several brands who capitalise on the excitement of the Christmas period. It was striking to discover that when researching topics on Christmas current affairs, the first article was entirely a piece on the best beauty advent calendars to purchase this year. The holiday is increasingly becoming a marketing playground, but how does this impact us in a time of both climate and cost of living emergencies?  

Taking festive beauty advent calendars as an example, it has become clear that marketing strategies are extremely effective distractions. Two of the most pressing issues in our country now, and across most of the world, are the cost-of-living crisis and the climate emergency. The beauty advent calendar acts as a prime example of how many people are so quick to follow a trend, despite its environmental and financial impacts. These advent calendars convince people that they are saving money because they are spending less than they would, had they purchased each item separately. While this does hold truth, it is not convincing to suggest that consumers genuinely want, and will use, all 24 products. Some are marketed as “luxury calendars under £100”, yet they cost £99. Others cost up to and above £300. Such schemes merely encourage over-production of plastic and tempt people to buy expensive products they often will never use, contributing to the ongoing issue of plastic waste.  

It is important to note that the production of standard-sized beauty products does not decrease when the advent calendar versions are released. They are produced as a surplus which is consequently harmful to the environment as so much plastic is being manufactured. This is also only a fraction of the amount of other goods produced at Christmas time which include decorations, fast-fashion pieces, and toys, most of which are either single-use plastics or non-recyclable. There is already a worrying problem with wastage across the planet, but the marketing mayhem in this period encourages so much more.  

Another pressing issue which becomes apparent because of these products is the feeling of guilt which arises when people cannot afford to purchase them. Many parents will feel ashamed and guilty when their child’s friends are given expensive advent calendars as well as Christmas presents, when they cannot afford it. It is dangerous to normalise the purchasing of such expensive products, even before Christmas comes. The distasteful marketing of brands which makes products like this appear cheap and as “excellent deals”, only succeeds to make parents and consumers in general feel accountable for the disappointment of others. Even the notion of advertising products as “stocking fillers”, which has become a popular marketing tool in recent years, makes people feel obliged to spend money on short-term use products.  

Now is a perfect opportunity to remember the cost-of-living crisis in our country, because the marketing strategies of expensive products stay as blaringly loud as ever and belittle this struggle. Try not to be fooled this Christmas. Remember, despite what these brands advertise, it is possible to show love to people in sentimental ways that do not harm the planet or cost hundreds of pounds!  

By Betsy Faulkner