News

CHA-CHINGLE BELLS

By Blanca Torres
Times Staff Writer

Kristen Deemer of Pleasant Hill said she buys Christmas gifts for others because it makes her feel good. It's fun, she says, to walk among the crowds and do some people-watching at shopping centers.

"I'm Christian, but I'm not particularly motivated by that," she said. "I'm not a huge shopper, but around the holidays, I am."

For Deemer, like many American consumers, the holiday season is more about gifts than about religion. Christian gospels doesn't mention much about shopping, but somehow that has become the nation's premier Christmas tradition.

"The spirit of Christmas, in the minds of some American consumers, has become largely independent of religious connotations and connections," said Daniel Howard, a marketing professor at Southern Methodist University in Dallas.

"Retailers capitalize on how people interpret and how people have been taught to think of the spirit of Christmas _ that people are going to buy for others and people are going to buy for me."

While some conservative groups have called for boycotts of retailers who downplay the religious aspect of Christmas, the move will do little to influence consumers whose motivations to ring up sales have nothing to do with Christ.

Instead, retailers try to shape an ambiance of holiday cheer to inspire consumers to buy extravagant decorations or buy gifts for people, creating a major U.S. economic force. In fact, the holiday season _ the period between November and New Year's Day _ accounts for about 20 percent of the retail industry's annual revenue, according to the International Council of Shopping Centers.

"When you think of certain brands, you equate it with certain things," said Andrew Greenberg, president and chief executive of Greenberg Brand Strategy in Berkeley. "When you think of Christmas as a brand, you equate it with gifting."

Images of snowmen and reindeer adorn everything from streetlight poles to the home page of Internet search engine Yahoo! Twinkling colored lights and holiday songs create a "feel good" factor that only holiday shopping can provide, he said.

"I don't think people ever see lights and think, 'What did Jesus do?' They think, 'Oh my God, is there a sale?'"

Making shoppers feel good is essential for boosting retail sales, said Lee A. Diercks, a managing director in Clear Thinking Group, a Hillsborough, N.J., consulting firm.

"If you look at the rest of the year _ shopping is not fun," Diercks said. "During the holidays, convenience becomes less of an issue and it's 'feel-good' shopping, people don't mind going to the shopping mall."

Retailers know they will see increased traffic during the winter months, he said, but tacking on the music, the wreaths and ornaments helps them make the most of the added activity.

"When we feel good, we spend money," Diercks said.

The "Christ" part of "Christmas" has become a controversy this year for some retailers. Some stores, including Wal-Mart, Target and Sears, have drawn criticism for not specifically mentioning Christmas in their holiday promotions. Advocacy groups, including some Christian churches and the California-based Committee to Save Merry Christmas, have even called for boycotts of the stores.

Their complaints create a difficult balancing act for retailers, experts said.

"From the retailers' point of view, you must remain open for business to all people," said Howard, the marketing professor. "You can align yourself with one particular faith if you want, but you will probably sell less if you do."

Shoppers expect to see adorned trees, big displays and Santa Claus when they enter malls.

That's probably why 89 percent of shopping centers worldwide feature some kind of Christmas-themed holiday decor, estimated the shopping center group. It also said that an estimated 91 percent of malls extend their shopping hours for the holiday season, as well as offer special amenities such as gift wrapping, valet parking and package delivery.

"We want (shopping) to be a nice experience," said Kimeri Opacic, marketing manager for Sunvalley mall in Concord. "Remember when you were a child and you went and saw Santa? It was bigger than life. We want it to look nice in the center and creating that environment where people want to bring their kids."

The lack of religious connection is not an issue for some consumers.

"(Christmas) is more of a festive holiday," said Anne Yoshiwara of San Jose, who was recently shopping for Christmas decorations at Target in Walnut Creek. "I don't celebrate it as a religious holiday, it's a commercial holiday."

Like many Americans, Yoshiwara views the holiday season as a chance to spend time with family and friends.

Many people would say those family and social gatherings make the holidays special, but often, those occasions require exchanging gifts.

"The spirit of Christmas means that someone else recognizes you, that you are not alone, there is someone out there that cares for you," Howard said. "When Christmas time comes around and you don't give to others and no one gives to you, what does that say about you?"

For many consumers, the desire to share with others turns into an obligation.

"It's something I feel I have to do," Phyllis Rich of Danville said last week as she left.

Broadway Plaza carrying several shopping bags. "Isn't that terrible?"

She and her husband even had made an agreement years ago to not exchange Christmas gifts. But that changed this year when she saw a credit card statement and discovered he had bought her something.

Rich said the holiday could be just as enjoyable if there were fewer presents under the tree, but they are still expected.

"Buying gifts is something we've done over the years and will continue to do as long as (we) have the money," she said.