As the holiday season rolls on, we’re all familiar with the frenzy flashy sales, viral gift guides, pressure to spend, spend, spend, whether it’s splurging on the latest tech gadget, decking out our homes in extravagant decor, or buying more toys than we really know what to do with. Well, the holidays have become a time when consumer culture peaks, but for all the joy and goodwill the season brings, it also highlights a painful truth, the economic inequality that defines our society is even more pronounced during these weeks of spending madness for many, the holidays are just a reminder of just how far they fall behind in a system that encourages materialism and excess. The truth is, holiday consumerism doesn’t just hurt our bank accounts, it exacerbates the very economic disparities that already exist in our communities. A 2023 report from the National Retail Federation showed that Americans were expected to spend over 900 billion on holiday gifts alone. While that figure may sound impressive, it also underscores how much wealth is concentrated in the hands of a few. The top 10% of US earners hold nearly 70% of the country’s wealth, while millions of others struggle to make ends meet for those living paycheck to paycheck, the holidays become a time of stress, not celebration. It’s hard to enjoy the season when you’re worrying about paying for basic necessities, let alone splurging on a fancy gift or a lavish meal. For marginalized communities in particular, the impact of this consumer driven holiday culture is even more profound. According to the Economic Policy Institute, black families in the United States have a median wealth of just $24,000

compared to $188,000

for white families. This Stark disparity means that for many people of color, the pressure to keep up with the holiday spending is not just financial, it’s deeply personal. The expectation to purchase expensive gifts or attend lavish parties can perpetuate feelings of inadequacy and reinforce the notion that material wealth equals worth. Our culture of consumption disproportionately burdens low income families who are already contending with higher costs for housing, education, and do not even get me started on health care. But it’s not just about the financial strain. The constant bombardment of ads and social media posts during the holidays sends a dangerous message that the holidays are about what you can buy, not what you can give in terms of love, time or meaningful connection for those already marginalized by systemic inequality. This reinforces the false narrative that happiness and success can only be achieved through material goods. It diverts our attention away from the deeper, more meaningful aspects of the season, like community solidarity and care for one another. We, the people, deserve a holiday season that celebrates connection over consumption rather than falling victim to the pressures of consumer culture. We must shift our focus to what truly matters, collective well being. We can start by rethinking our approach to holiday gifting instead of expensive presence, let’s prioritize experiences, shared meals, time spent with loved ones and efforts to support small businesses or local artisans. We can also use this season to give back to those in need by contributing to food banks, supporting community organizations, or simply offering our time to those less fortunate. The truth is, we can fight economic inequality without waiting for legislative change. Every dollar we spend or we choose to spend with intention, every gift we give that comes from the heart rather than from the wallet, every effort we make to support marginalized communities is an act of resistance against the consumer driven machine that really just seeks to divide us. The holidays can be a time of joy and solidarity. Let’s make them just that. It’s time to rethink what truly defines a meaningful holiday season, and in doing so, we can help create a more equitable world for everyone. Happy holidays. You.