“It is more blessed to give than to receive.”

– Acts 20:35

EVEN in this year of serious economic meltdown, shopping malls from Singapore to Santiago, Dallas to Dortmund, Montego Bay to Montreal and Brisbane to Bristol have been crowded with people engaging in the modern contact sport known as Christmas Shopping. They chased down the latest electronic gadgets — high-definition television sets, computer add-ons, fancy personal digital devices with all the latest “apps” in addition to the traditional articles of clothing and toys.

There was a time when the exchange of gifts was an exercise in practicality. When most people lived in the country, people either made gifts, gave what the land produced, or occasionally splurged on a much-desired tool or appliance which the recipient could put to good use in the months ahead. A new saddle, pot, brace-and-bit or iron bedstead would be much appreciated and remembered long afterwards.

Even today, a hand-crafted item made specifically for a certain loved one sparks considerable appreciation far beyond what even the most expensive store-bought present can generate. The secret ingredient in such a present is the love and care the maker puts into it. Alas, it is not for everyone’s taste, and is in part why the practice has gone out of style.

I grew up as the world emerged from the dark years of World War II. While the horrors of that conflict were far away from us, the effects were nevertheless very real in what was then a faraway outpost of the British Empire. During the war and for some years afterwards, everything was in short supply, and while the make-it-yourself rule was the only practical course, to obtain a factory-made present had a special attraction. The act of choosing a present for someone is an art, and some people are extremely good

at it. You have to know

the recipient’s tastes and preferences, their quirks and foibles and pick an item that will fit those requirements.

But for too many, it has become a ritual, almost mechanical activity, which is why the retail stores are busy in the weeks after the Christmas holidays with people returning and exchanging unwanted gifts.

You could give cash, of course, but for most that is at least socially gauche or in downright bad taste. So, people cop out and use a shortcut which fulfils the social pressure to give gifts while relieving the giver of the chore of choosing a gift. In the past 15 years or so, gift cards have become enormously popular, as they allow the recipient to choose exactly what she or he wants and avoiding the unpleasant business of getting something you don’t really want or know what to do with. The downside of this is that very often the amount on the card isn’t entirely used up, and the small amount remaining devolves to the retailer. You can bet he won’t refuse the unexpected bonus that this produces.

We are all familiar with the Christmas story and with all the traditions it has accreted over the centuries. But we also hear from the Grinches who want to rob us all of the Christmas spirit and just preach about the negative aspects. The latest to rain on the parade is Joel Waldfogel, an economics professor at the University of Pennsylvania. He says giving gifts that people don’t want is bad not only for those who receive them, but also for the economy.

His latest book, called Scroogenomics: Why you shouldn’t buy presents for the holidays, came out just in time for this Christmas frenzy. He spent years conducting surveys about the value of gifts people received. Based on these surveys and other research, Prof Waldfogel concludes that the spending others do for us produces about 20 per cent less satisfaction than the spending we do for ourselves. And he says holiday shopping — not only for Christmas — wastes billions of dollars each year.

Which raises a valid question –how do economists quantify things like feelings, appreciation, gratitude and satisfaction? But the good professor says he’s not against gift-giving — he just wants us to think harder about those we are buying for and maybe choose a gift card over something we’re not sure our finicky nephew would like.

For generations we have bemoaned the increasing commercialisation of Christmas and all the hype and hysteria of the season. Some even say we should altogether abandon the giving of gifts at this time of the year. Fat chance! While it makes utmost sense, the whole thing has become much too entrenched in our system. For many kinds of businesses — not only toys and greeting cards — this is the most lucrative time of the year. In North America, for example, publishing relies heavily on Christmas; that is why most new titles are launched in the autumn so the marketing, including the obligatory book tour, can take place leading up to Christmas.

A new trend is emerging in some places surrounding Christmas practices. Instead of the lavish Christmas party with its attendant costs and possibility of problems, businesses are arranging volunteer efforts to help the more unfortunate members of society. The party can be at a food bank, homeless shelter, old folks’ home or hospital. The idea is to spread the spirit and direct whatever spending is required in a productive way.

Many families now opt to exchange gifts, instead of donating to a worthy cause. Some people limit gift-exchanging, with each person responsible for procuring a gift for one other person with an agreed limit on the cost of the gift. This tends to work quite well as the limit forces the gift-buyer to be creative in selecting something original, interesting and apropos.

The basis of Christmas is, of course, religious. It’s about the founding of Christianity and this carries a special meaning for a very large portion of the world’s population. Each sect has its own special way of celebrating the event and some even eschew all the trappings which they regard as pagan, and opt for simplicity.

We have always had those who don’t believe, and in recent years their influence appears to have been increasing. Books about atheism have been widely received in some places. Many atheists, naturally, feel uncomfortable with Christmas celebrations and some say they have nothing to do with it.

But a recent article in my local newspaper discussed this subject and quoted one prominent unbeliever who urged those of like mind to relax and enjoy the season anyway. He noted that a central part of the celebration is the family gathering, which is an expression of love, caring and the spirit of sharing — something that even atheists can relate to.

It is a special time, and people make a special effort to get together at this time to celebrate together. This is, of course, not the only time of the year when families congregate for that reason. In the US there is an occasion when people make an even greater effort to get together — Thanksgiving. That is the time when you can’t find a seat on a plane, bus or train as people make a point of returning home to be with loved ones.

We each have some aspect of Christmas which we like above everything else — for some it’s the family gathering, for others the worship, others enjoy the revels and the wassailing, yet others — and not only children — look forward to the gifts. For me, the highlight of Christmas is the music. It’s a feast for the ears and the aficionado can sample from a veritable smorgasbord of genres, styles and presentation.

You can enjoy the exquisite work of composers ranging from JS Bach and Handel through Vaughan Williams and Benjamin Britten. Even Jewish tunesmiths contributed to the pot — notably Irving Berlin with his evergreen White Christmas, written for a movie in 1942. You can hear Latin carols, country and western Christmas songs, and even in the reggae beat.

So, continue to enjoy the season in whatever way you choose — the operative word here is enjoy — and do so safely and responsibly. After all, you want to survive,

or perhaps even enjoy, the year ahead.

keeble.mack@sympatico.ca