Capitalism: Buy Your Way to Happiness
If religion builds the holiday frame and the patriarchy loads it onto our shoulders, capitalism drapes it in shiny tinsel and screams, “Spend your way to joy!” This season isn’t just a time for connection—it’s capitalism’s main event, a whirlwind of consumption wrapped in a big red bow. And the message is clear: you can’t have a magical holiday without buying it.
The Holiday Super Bowl of Spending
From Black Friday to New Year’s Day, we’re bombarded with ads promising that happiness, love, and togetherness can all be purchased—if you just pick the right products. Commercials and social media feed us an endless loop of perfect gifts, designer decorations, and curated experiences. Matching pajamas for the family? Essential. Extravagant trips for “memory-making”? Non-negotiable.
It’s all designed to make us feel like we’re one purchase away from true holiday magic. But the magic, as it turns out, is more elusive—and expensive—than advertised.
The Guilt of Imperfection
What happens if you don’t—or can’t—keep up with the spending frenzy? For many of us, capitalism’s holiday cheer turns into holiday guilt. We feel like we’re failing if we don’t:
Buy the perfect gift for everyone on our list.
Create a picture-perfect holiday aesthetic.
Outdo last year’s celebrations.
The holidays under capitalism become a performance, where our worth is tied to how much we spend, how impressive our decorations are, and how Instagrammable our moments look. But in this race to dazzle, the heart of the season often gets lost.
The Trap of “Handmade” Perfection
In an attempt to reject consumerism, there’s another trap waiting: the overachieving DIY holiday. “Just make it yourself!” seems like the simple solution to capitalism’s overreach. But suddenly we’re up at midnight, hand-knitting stockings, baking Pinterest-level treats, or crafting handmade gifts that take hours upon hours—all while trying to prove we don’t need to buy joy.
It’s a quieter trap, but it’s no less exhausting. The pressure to create perfection by hand is still rooted in unrealistic expectations. The goal isn’t to reject all spending or replace it with more unpaid labor—it’s to find a middle ground that feels human and sustainable.
The Emotional Cost of Consumerism
Capitalism doesn’t just target our wallets—it goes straight for our hearts. It preys on our deepest desires for love, connection, and belonging. When we’re struggling with loneliness or grief, the messaging is even louder:
“Feeling disconnected? Buy a special gift to show you care.”
“Want to feel close to your family? Invest in this experience.”
“Need to fix what’s broken? Start with this limited-time offer.”
The promise is seductive, but the reality rarely matches. No amount of spending—or handmade hustle—can fill the void left by strained relationships or unmet expectations. And when the gifts are unwrapped and the glitter settles, we’re often left with the same emotional weight—plus a credit card bill.
Resisting the Pull
For me, untangling capitalism’s grip on the holidays is about redefining what joy looks like. It’s not about rejecting all traditions or saying no to gift-giving entirely—it’s about opting out of the pressure to make everything perfect.
Here are some ways I’m trying to resist:
Setting Spending Limits: I’m learning to give within my means, trusting that thoughtfulness matters more than price tags.
Focusing on Presence Over Presents: Some of my most meaningful holiday memories don’t involve gifts at all—they involve laughter, connection, and time spent together.
Choosing Intentionality: Instead of buying into every holiday trend or hustling to hand-make everything, I’m asking what actually feels good and meaningful to me and my family.
Reclaiming the Real Joy
Capitalism thrives on our feelings of inadequacy, convincing us that we’re missing something essential. But the truth is, the holidays were never meant to be a consumerist competition. They were meant to bring us closer—to ourselves, to each other, and to what feels sacred.
This season, I’m trying to focus on what money (or late-night glue gun sessions) can’t buy:
The warmth of sitting by a fire, sharing stories with loved ones.
The joy of creating something simple—even if it’s not “Pinterest-worthy.”
The peace of slowing down, letting go of the pressure to do it all.
An Invitation to Reflect
If you’ve felt the weight of capitalism this season, you’re not alone. Let’s pause and ask:
What expectations am I carrying that don’t align with my values?
How can I focus on presence and connection, rather than perfection and consumption?
What small joys can I savor, even in the midst of the holiday chaos?
Let’s untangle ourselves from the web of “shoulds” and “must-haves” that capitalism spins. The holidays don’t have to be a performance. They can be a time to reclaim what’s real, simple, and enough.