Holidays in the Philippines—such as Christmas and New Year—have long been anchored in culture, faith, and family.
They were occasions marked by shared rituals, communal gatherings, and expressions of love and gratitude. Today, however, many of these moments are increasingly shaped by a different force: commercialization. Companies and businesses often use these festivities that were once rooted in the community as money-making machines to advertise their products with flashy deals, essentially putting a price tag on moments that didn't warrant any lavish monetary spending in the first place. It's as if our traditions and cultural observances have been turned into capitalist commodities.
It has always been in our Filipino blood to go all-out in celebrating festivities, particularly during the holiday season. In a report by the Cable News Network (CNN), the Philippines celebrate Christmas the longest—a tradition rooted in history and culture and supercharged by commerce. A report by the Daily Tribune showcased how malls are leading the charge of commercialization, with such establishments already decorating early and signalling shoppers to buy, spend, and celebrate—often with material goods. While spending money for such occasions isn't inherently wrong, it also serves as a glaring sign of how commercialization is becoming the new face of our treasured traditions.
Yet, the influence of commerce goes beyond just decorations and timing—it has begun to shape our motivations through psychological means. According to BusinessWorld, the holiday season is often associated with joy and happiness. Therefore, retailers often use psychological techniques such as festive imagery, time-limited deals, and discounts to prompt purchases. These tactics tap into our emotions and play with our connection to such occasions, which can lead to people buying the advertised products, not out of need or sentiment, but because of the mood and environment. This further highlights retailers’ manipulation of an important moment for Filipinos. By using the holidays as a way to manipulate people, corporations strip it of its meaning—thought and genuine sentiment.
This trend is evident in how Filipinos shop during the holidays. In a survey conducted by global tech firm Meta, it was revealed that 80% of Filipino shoppers purchased after seeing ads online and that 7 out of 10 shopped on social platforms during the holidays. This suggests that marketing plays a vital role in shaping the way consumers buy, particularly during the holidays. It shows how online platforms manipulate consumers to buy impulsively, turning a solemn moment of togetherness into an opportunity to spend.
Buying has become the central theme of celebrations, thus traditions lose their depth. We have become slaves to money, and in our pursuit of consumerism, we forgot the real meaning of the traditions we celebrate—faith, love, and togetherness. Family gatherings risk becoming secondary as shopping sprees and endless spending take priority. Heartfelt greetings may become measured with price tags rather than time, effort, and thoughtfulness. Essentially, commercialization doesn't just alter behavior; it reshaped how Filipinos view the holidays, and tradition as a whole.
Yet, this doesn't mean that all commercial activities are inherently harmful. Retail activity helps fuel the economy, provides jobs, and can add joy to celebrations. The challenge lies in finding a balance—embracing the convenience of modern shopping without allowing it to define the value of a holiday. We can reclaim the spirit of our traditions by spending time with our families, doing random acts of kindness, and rituals that reflect genuine sentiment over sales-driven consumption. True celebration, after all, is measured not by what is bought, but by what is shared and remembered.
Written by nate, Insight PH
nate, Insight PH is a dedicated campus journalist and contributor. Their insightful writing sparks meaningful conversations and keeps the community informed.
