Why do we spend more money at Christmas?
I am sitting on the train, writing this blog. A phone call yesterday evening on my way to the last meeting of the day inspired me: "This is Radio Zürichsee. We are looking for a sales psychologist for our evening show to answer the question of why we spend more money at Christmas than usual – also for ourselves. Are you willing to give us an interview on this?" I was definitely willing. Since the interview was being recorded, I asked the editor to call me back in ten minutes so I could mentally prepare for the interview. Although the question seemed very simple, it got me thinking. What do we spend more money on at Christmas? For gifts and for enjoyment. Who do we do this for? For our loved ones, for ourselves, and also for people we may be connected to in the workplace or even for completely unknown people (e.g. donations). Why do we do this? There are intrinsic motives and extrinsic influences that trigger this behavior. Giving gifts is an expression of love and at the same time a desire for love. And love is reciprocated materially. Gifts for Love? Of course! Even the cat brings us mice when they want to thank us for our love. Great love – expensive gifts. Or what would my wife say if instead of the expensive designer bag, a very practical shopping trolley was under the Christmas tree... Weren't we conditioned as children to write wish lists at Christmas (and later, sentimental thank-you letters) and eagerly await the redeeming gifts? The total emotional staging! Speaking of staging – the hustle and bustle in the department stores, at the Christmas markets, and in advertising forces us to participate. If everyone else is doing it, then it must be good for me too. Hans-Georg Häusel and the limbic instruction "Balance" send their regards... I remember how the phone rang ten minutes later and the radio host brought me back from my thoughts: "This is Radio Zürichsee. Here is our question of the day: Mr. Ritschard – you are a sales psychologist. Why do we spend more money at Christmas than usual?" My answer: "Quite simply, because we were programmed as children to expect gifts at Christmas, because we follow the general shopping frenzy like a herd, and because we want to give love to ourselves and others. That's why sellers have an easy time before Christmas with irrational and emotional arguments: 'Do you want to make yourself and your husband feel special at Christmas? Then give him this (completely useless and overpriced) high-tech drone. Imagine his eyes shining with love when he holds it in his hands.' "And what can one do if they can't afford all of this – I am a student and only work part-time at the radio...?" the editor asks. "Then stay at home at Christmas, run a bubble bath, light candles, pour a glass of wine – alone or together... and pamper yourself. Christmas is the festival of love." I am writing this blog on the train. Across from me sits an older woman with a grumpy expression, diligently knitting. I watch her and ask: "What will it be once it's finished?" "A hat for my grandson," she replies, and her eyes sparkle. I wish you a Merry Christmas and lots of love! Manfred Ritschard.
