The thrust of this consumerist message is that the holiday is best enjoyed or most fully realized through the acquisition of "things." Advertisements bombard you with images of bountiful Christmas scenes where beautiful packages surround the tree, filling the room and "happiness" is realized upon the receipt of this or that consumer product. Credit card issuers alone (those most interested in seeing you spend what you don't have) spend more than $150 million on holiday advertising and promotions. Evidence that these messages work is found in the fact that, according to financial advisor, Dave Ramsey "Over 50% of Christmas shoppers will spend well over what they planned to and will go further into debt."
As to the severity of this debt, Ramsey points out that "more than $70 billion, over half of what was charged last year, ended up as revolving debt and the interest on last year's gifts are still being paid today." On average, "two-thirds (65%) of shoppers overspent their budget by $100-$500 and 75% overspent by $50 - $100."
Of course this consumerist philosophy, rooted in the notion that making more money, enabling you to buy more things, will necessarily result in greater life satisfaction and happiness, is a pervasive message year-round in America. Recent studies show that most Americans believe they would be "perfectly happy" with just 20 percent more income. And according to Boston College sociologist Juliet Schor's 1998 bestseller The Overspent American, "one-quarter of Americans making $100,000 believe they don't have enough cash. (In 2008, the U.S. median income was $50,303.)
In the early seventies "Easterlin sifted through numerous surveys asking Americans how happy they were. The explosion in wealth created by the postwar boom had not made a dent, he discovered. Although the average family was 60 percent richer in 1974, levels of contentment remained unchanged from 1945." (USC Trojan Family Magazine) These findings "flew in the face of the assumption held by most economists and politicians that populations get happier as national wealth increases." According to the article "today, no one disputes the truth of the Easterlin Paradox."
The United States is far richer in 2009 than it was 1974 and yet our levels of life satisfaction and personal contentment haven't improved one iota. In fact, every measurement of personal well being—psychological, emotional, and spiritual—demonstrates that despite our increased abundance we are less satisfied and more depressed than ever.A joint study recently conducted by the World Health Organization and Harvard Medical School revealed that the U.S. has the highest rate of depression among a survey group of 14 countries. Conversely the poorest nations reported the lowest levels of depression. Researchers suggest that this may be due to differing expectations. Precisely! Americans—saturated with consumerism—have been conditioned to expect that happiness and satisfaction naturally flow from prosperity and the acquisition of things. That is the whole point of consumer advertising: to make you discontent with what you have by offering the expectation of an improved life through the purchase of the latest product—an expectation that very quickly evaporates after we have purchased said product.
Of course, consciously we know this promise is ridiculous, however, subconsciously we frequently find ourselves seduced by the lords of consumerism into believing this silliest of propositions. As Easterlin has confirmed, as we acquire possessions, our aspirations rise in proportion to the gains, leaving us no happier than before. Indeed the more we earn the more we want! This misguided expectation sets us up for perpetual disappointment because as the evidence demonstrates, prosperity always fails as a source of lasting contentment and life satisfaction.The first remedy is to simply recognize the false and frankly illogical "gospel" offered by consumerism. This in and of itself offers some degree of immunity from the insidious and seductive voice of consumerism. Secondly, from a purely financial perspective Dave Ramsey offers some practical advice relative to Christmas:
• Make a list of everyone you are buying a gift for and put a dollar amount by every name. Total it at the bottom. This is your Christmas budget. The people in the mall have a plan to get your money - get a game plan for your shopping so you can keep some money. There is no excuse for financing Christmas.• PAY CASH - put the total from your budget in an envelope and when the cash is gone, stop spending. This will help keep you on budget because if you overspend on Aunt Sue, Uncle Harry won't get a gift.
• 69% of Americans bought a gift for themselves last year. DON'T BUY YOURSELF A GIFT! This is the season to give not to receive…from yourself.
If you find yourself swept up in the rush of consumerism, stop! Remember that Christmas is about God's gracious and abundant gifts to humanity; the gift of life, family and friends, good food, music, worship; the virtues of peace, charity and mercy, and the greatest of all: His Son, Jesus. Savor these things. Ponder the truth so beautifully expressed in the words of my favorite Christmas carol:
Long lay the world in sin and error pining,
Till He appeared and the soul felt its worth.A thrill of hope the weary world rejoices,
For yonder breaks a new and glorious morn."
Christmas reminds us that we who were without hope, weary and discontent, slaves to sin and sorrow now have real and present hope. We can be saved from this dreadful condition and finally discover satisfaction and contentment not because we received the latest iPhone but because "God so loved the word that he sent His only begotten Son!" We can be reconciled with God! So this Christmas let us not be swept away by the illusory claims of consumerism; instead, let us revel in God's gracious gifts, to drink deeply the wonder of relationships and life and every moment of this season—these will leave you truly satisfied and debt free!
© 2009 by S. Michael Craven
S. Michael Craven is the President of the Center for Christ & Culture and the author of Uncompromised Faith: Overcoming Our Culturalized Christianity (Navpress, 2009).
Michael's ministry is dedicated to equipping the church to engage the
culture with the redemptive mission of Christ. For more information on
the Center for Christ & Culture and the teaching ministry of S.
Michael Craven, visit: www.battlefortruth.org