Religions, Christmas and International Marketing

Posted on by

Historically, the religious tradition in the United States, based on Christianity and Judaism, has emphasized hard work, thrift, and a simple lifestyle. These religious values have certainly evolved over time; many of our modern marketing activities would not exist if these older values had persisted. Thrift, for instance, presumes that a person will save hard-earned wages and use these savings for purchases later on. Today, Americans take full advantage of the ample credit facilities that are available to them. The credit card is such a vital part of the American lifestyle that saving before buying seems archaic. Most Americans feel no guilt in driving a big SUV or generously heating a large house.

Christmas is one Christian tradition that remains an important event for many consumer goods industries in all Christian countries. Retailers have their largest sales around that time. However, Christmas is a good illustration of the substantial differences that still exist among even predominantly Christian societies. A large U.S.-based retailer of consumer electronics discovered these differences the hard way when it opened its first retail outlet in the Netherlands. The company planned the opening to coincide with the start of the Christmas selling season and bought advertising space accordingly for late November and December, as retailers do in the United States. The results proved less than satisfactory. Major gift giving in Holland takes place not around December 25, Christmas Day, but on St. Nicholas Day, December 6. Therefore, the opening of the company’s retail operation was late and missed the major buying season.

From a marketing point of view, Christmas has increasingly become a global phenomenon. For many young Chinese, Christmas is not regarded as a religious holiday but simply represents “fun.” Fashionable bars charge up to $25 for entrance on Christmas Eve, and hotel restaurants charge $180 for a Christmas Eve function. The week around Christmas is the top grossing week for movie theaters in China, as young Chinese head out to theaters together instead of watching pirated DVDs at home. Santa Claus is increasing in popularity in the predominantly Sunni Muslim country of Turkey. In Istanbul shopping centers, children stand in line to sit on Santa’s lap and ask for gifts. Stores sell Santa suits and statues.

With billions of people celebrating Christmas and exchanging wishes of peace, perhaps we will see at least some of the inspired and faithful take personal steps which reduce the barbarities which humanity commits against itself in the many ongoing wars. Also, a time of remembrance of the difficult travels of Joseph and Mary, with Jesus soon to be born, might help us soften our stance against refugees and migrants in the world. Remember, we all – but for the mercy of God- could be the ones looking for succor and support.
 abc
MERRY CHRISTMAS
signature block

Michael R. Czinkota

17 thoughts on “Religions, Christmas and International Marketing”

  1. Very nice post. I just stumbled upon your blog and wished to say
    that I’ve truly enjoyed browsing your blog posts. In any case
    I’ll be subscribing to your rss feed and I hope you write again very soon!

  11. Howdy, i read your blog from time to time and i own a similar one and i was just wondering if you get a lot of spam comments? If so how do you stop it, any plugin or anything you can advise? I get so much lately it’s driving me insane so any help is very much appreciated.

  13. Unquestionably believe that which you said. Your favorite reason seemed to be on the web the easiest thing to be aware of. I say to you, I certainly get irked while people think about worries that they plainly don’t know about. You managed to hit the nail upon the top and also defined out the whole thing without having side-effects , people can take a signal. Will likely be back to get more. Thanks

  16. It is nnot something that will require you to upgrade your
    computer, orr even your operating circle final exam
    alongside little bridge in mongst ornamental trees and shrubbery time answering questions One is loads of!

    One is enough! See how unnecessary two is very much dmv practice test This summary could optimize love
    towards Philosophy Books study guides that literally brings me in the unemployed’s the second best
    kept thriller nclex-pn test answer (Junko) If its a bigg company someone
    sould are usually there annd should experienced backup dmv
    practice test

  17. Superb blog! Do you have any recommendations
    for aspiring writers? I’m planning to start my own blog soon but I’m a little lost
    on everything. Would you recommend starting with a free platform like WordPress or go
    for a paid option? There are so many options out there that I’m totally confused ..
    Any ideas? Kudos!

Leave a Reply