The economics of Christmas is significant because Christmas is typically a peak selling season for retailers in many nations around the world. Sales increase dramatically as people purchase gifts, decorations, and supplies to celebrate. In the U.S., the “Christmas shopping season” starts as early as October. In Canada, merchants begin advertising campaigns just before Halloween (October 31), and step up their marketing following Remembrance Day on November 11. In the UK and Ireland, the Christmas shopping season starts from mid November, around the time when high street Christmas lights are turned on.
In the United States, it has been calculated that a quarter of all personal spending takes place during the Christmas/holiday shopping season. Figures from the U.S. Census Bureau reveal that expenditure in department stores nationwide rose from $20.8 billion in November 2004 to $31.9 billion in December 2004, an increase of 54 percent. In other sectors, the pre-Christmas increase in spending was even greater, there being a November–December buying surge of 100 percent in bookstores and 170 percent in jewelry stores.
In the same year employment in American retail stores rose from 1.6 million to 1.8 million in the two months leading up to Christmas. Industries completely dependent on Christmas include Christmas cards, of which 1.9 billion are sent in the United States each year, and live Christmas Trees, of which 20.8 million were cut in the U.S. in 2002. In the UK in 2010, up to £8 billion was expected to be spent online at Christmas, approximately a quarter of total retail festive sales.
Christmas clubs are savings programs, the first of which were offered by various banks in the United States during the Great Depression. The concept is that bank customers deposit a set amount of money each week into a special savings account, and receive the money back at the end of the year for Christmas shopping. For decades, financial institutions competed for the holiday savings business, offering enticing premiums and advertising items such as tokens. The Dime Saving Bank of Toledo, Ohio, issued a brass token “good for 25 cents in opening a Christmas account” for 1922-1923. There were also numbered tokens issued by the Atlantic Country Trust Co. in Atlantic City, New Jersey, inscribed on the reverse: “Join our Christmas Club and Have Money When You Need It Most.” In the February 2006 issue of Forbes magazine, business writer James Surowiecki summarized the accounts’ appeal: “The popularity of Christmas club accounts isn’t a mystery; if their money was in a regular account, people assumed they’d spend it.”
Sears Wish Book
The Sears Wish Book is a popular Christmas-gift catalog released by Sears Holdings Corporation, annually in September. The catalog contains toys and other holiday-related merchandise. The first Sears Wish Bookwas printed in 1933, and was a separate big-book catalog from the annual Sears Christmas catalog. In the 2007 edition of the catalog, half of the total number of pages was devoted to Christmas toys and the remainder focused on other store items including appliances, tools, clothes and jewelry.