“Time is money.” The phrase is usually credited to Benjamin Franklin, who used it in an essay “Advice to a Young Tradesman” 1748. Originally the phrase meant to exaggerate the importance of spending one’s time wisely, however the commercialization of the calendar would give new meaning to the old aphorism.

Commercialization of holidays is not a new phenomenon. Mother’s Day, a holiday founded on May 12, 1907 by Anna Jarvis, was intended as a holy day to honor maternal love; the florist industry latched onto the holiday and promoted it. The industry used the profound sentiment associated with the holiday for their commercial aspect: selling flowers (specifically white carnations). In 2021, 2.66 billion dollars were spent on flowers according to Statista. 

“For the success of the ‘day’ we are to credit ourselves, us, we, the members of the trade who know a good thing when they see it and who are sufficiently progressive to push it along–Mother’s day is ours; we made it; we made it practically unaided and alone,” an article published by the Florists’ Review, a trade journal, in Apr. 24, 1913 wrote.

This is one example of the general trend: The defining feature of the American calendar is its commercial aspects; American celebrations are to help mark out the rhythm of sale events. Many argue that this is not all bad, creating employment and helping stimulate the economy. This is one of the reasons why Franklin D. Roosevelt moved Thanksgiving to the second to last Thursday of November.

Recently, we had the biggest one for the year: Christmas and Black Friday.

Held on the fourth Friday of November, Black Friday is the kick-off for holiday shopping, complete with low prices and doorbuster deals. According to Adobe Analytics data, shoppers spent $8.9 billion online on Black Friday in 2020. Last year saw a Cyber Monday record of $10.8 billion in online purchases.

Consumers have spent $89.9 billion online from Nov. 1 to Nov. 27 and are on track to hit $207 billion by Dec. 26, according to Adobe Analytics data.

Using the expanding consumer culture–with its emphasis on advertising, display, fashion, desire, abundance, emulative buying and self-realization, corporations have established their own version of festivity–store-centered, consumer-orientated, sales-driven spectaculars.

Instead of celebrating the original meaning of Christmas, corporations sell replicas of Jesus in a plastic manger for only $14.95. Instead of showing sentiment through time spent with loved ones, love is measured by the cost of the gift.

The “spiritual values” of Christianity are set against the “commercial interests” of marketplace, advertising, and profit making with companies creating the notion that holidays were occasions for consumption.

Matthew 21:12 tells the story of Jesus driving the money changers and the dove sellers from the temple courts of Jerusalem, those who turned the house of prayer into a marketplace.

Objection to commercialization has been an enduring topic, but often futile, given the central role of commerce in society, it’s unsurprising commercialization would permeate holidays or holy places.

Through wisdom and self-discipline, a balance can be created between religious faith and festive consumption. Instead of focusing on extravagant gifts or the bountiful foods, reflect on the reason of celebration and the moments spent with loved ones.