Consumerism: The Postmodern Gospel

Written by Brian Daniel

This article is courtesy of HomeLife.

As good and well-intended as our traditions may be, we must not stray from the real cause for celebration this Christmas season.

 For generations, Santa Claus has represented quite a bit of what is good about the human experience: unconditional giving, the wonder of childhood, and the opportunity for parents to play a part in their child’s fantasy. But for many, the jolly old elf has become the face of consumerism.

“Consumerism” is consumption. It’s buying the gadget you don’t need. It’s saying yes to a stranger who has punched a button, randomly accessing your phone number. It’s relieving stress through shopping because you “deserve” it. It’s absolutely having to have the right label.

But consumerism is more than just the brand. And in truth, it’s not necessarily reflected in actual dollars spent; it is most prominent as an attitude. If Santa has become the preeminent symbol for Christmas in your home; if you spend time flipping through catalogs, dreaming of what you wish you could afford; or if you feel obliged to overspend on gifts due to social pressures, you may be a victim of consumerism.

The Gospel According to Retail
Santa’s splash onto the scene has made it easier for our increasingly secular culture to separate the “season” from the “Christ event.”

Those who benefit from a consumer’s appetite would like nothing more than for the gospel of Christ to be replaced with the gospel of consumerism. It is at this point that we might post a sign reading “Believers Beware.”

Lest we forget, the reason for Christ’s coming to earth is clear. Because of His love for us, His mercy, and His nature, God provided for our atonement. Jesus has taken our place on the sacrificial altar so we can spend eternal life with Him. As good and well-intended as our traditions may be, we must not stray from the real cause for celebration this Christmas season.

A large percentage of our population builds an identity out of purchasing. As author Leonard Sweet claims, “Our culture tells us, ‘The trees move the wind! The trees move the wind!’” That is, the visible is more important than the invisible. This reminds us that most successful advertising devalues or cheapens the spiritual aspect of life for the sake of the physical or temporary elements.

It is true that consumerism is only one of many cultural pitfalls through which we, as Christians, stumble. However, it may be one of the most consistent barriers to growing in Christlikeness.

The phenomenon of consumption was a potent curse in the ancient world, too. Look at Exodus 10:15. Nestled right there in between the hailstorm and the three-day darkness was the plague of locusts that ate all the plants in the land until “nothing green was left on the trees or the plants.”

This plague literally devoured Egypt’s resources. Because the Egyptians had placed their faith in material things and their ability to produce and provide them, they ignored God. After the locusts came, the Egyptians were paralyzed by the loss of the physical things they trusted.

But I Need It!
Obviously, we can’t hang it all on Santa. A loss of innocence regarding our sense of Christmas has been coming on for centuries. In the same way Adam and Eve decided what they “needed,” we Christian consumers have been taking matters into our own hands and devouring resources for quite a while.

The Christmas celebration actually began in the Middle Ages when it was known as a holiday characterized by licentiousness and revelry. Yes, Christmas was acknowledged prior to this era, but beforehand it was venerated as a holy time of reflection, prayer, and thanksgiving. As expected, a reaction followed, and the celebration of Christmas was largely suppressed for a long time after the Middle Ages.

In the 19th century (where else but in America?), the Christmas season began its trip down the track to where we find ourselves today. Santa Claus, mistletoe, jingling bells, reindeer, and open sleighs have become modern-day icons for a feel-good atmosphere that’s independent of the true Christian origin of Christmas. Like Adam and Eve, we have become controlled by our sense of need.

Don't Mess With Santa
The breadcrumb-trail of consumerism does not lead directly to Santa Claus, however, and by no means would I suggest we simply do away with that tradition. The marketing that pushes him to the very center of our yule-tide stage is another matter.

The marketers’ message of Christmas consumerism is impossible to avoid. Driving down the road we’re distracted by mile after mile of billboards. It has become increasingly difficult to navigate the Internet because of the numerous pop-up ads. Then there are the TV and magazine ads, the junk mail, and the telemarketers.

The good news is Americans seem to be taking the fight to the streets or, as it were, the malls. For the 10-year period from 1990 to 2000, consumer spending dropped 9.8 percent. Still, consumerism doesn’t so much lie in the wallet as it does with the attitude.

To make the conscious decision to “forgo” all Christmas spending may not be a viable option. Stepping completely out of the culture within which we have been asked to serve God isn’t necessarily the best path for everyone.

There would be the invariable office friend with whom you’ve been sharing Christ or the neighbor who seeks to scrutinize your life as a disciple that might see this act as self-righteous, condemning, or something unachievable in their own life. Each family should prayerfully consider how to respond. Regardless of what the decision happens to be, stand-offish denial provides no remedy for a consumer-driven culture.

The Biblical Rx
Some of the best ways to honor God this December are sharing time with friends and family, giving to a cause, praying, making a stronger commitment to Scripture, and investing in relationships. Here are a few ideas:

Remember the Sabbath. Recommit yourself and your family to a more Christ-centered lifestyle. Take advantage of the time away from work and routine to push deeper into your relationship with God and the people you love.

Practice tithing. We’re not told to survive on 90 percent of our earnings solely to support the church and its mission; tithing serves as an exercise in obedience, worship, and discipline. It is also a safeguard against over-consumption. God knows best. Always. Had the Egyptians not been hard-hearted and confident they were in control, they could have avoided the plagues. The same can be said of giving of our resources. Turn to a deeper relationship with God and refuse to feed the swarm. Cheerfully entrust to God what He has entrusted to you.

Commit to prayer and Scripture reading. We are told to pray without ceasing — what better time to begin this walk in the Spirit than during the time of year set aside to honor the birth of our Savior? Bring other people — neighbors, coworkers, or parents of your children’s friends — into your prayerful fold. For many, Christmas is a difficult time. To reach out with the love of Christ can have a significant impact on others’ lives and remind us of the real spirit of Christmas.

Try something radical. You may want to turn off the television altogether. Taking off as a family for a few days is also a great way to spend Christmas. It builds memories and injects healthy excitement. Some people limit gift-giving in dollars to stimulate creativity. A gift made by the hands of a child or with lots of time and thought is always a special one.

Brian Daniel is a freelance writer living in Gallatin, Tenn. He and his wife, Karen, have two daughters. Their favorite Christmas gift to each other is time spent together.

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