OBS Report: A new Era opens this holiday season
Platforms like Amazon and Alibaba captivate shoppers as large and small retailers remain passive
- This Christmas will be shaped by the effects of the Dana storm: thousands of citizens who have lost everything will neither give nor receive gifts, and their holiday meals will be far more modest than in previous years.
- The interpretation of Christmas is increasingly moving away from the traditional Western and Christian perspective, leaning instead toward a global and multi-religious conception.
- Brands prioritize their presence in the commercial cyberspace as it is more controllable and efficient.
- Gifting experiences is gaining popularity.
December 2024. OBS Business School, part of Planeta Formación y Universidades, publishes the report A New Era Opens This Holiday Season, prepared by Global Environment professor Eduardo Irastorza. The report analyzes what these holidays signify in today’s interconnected world, where multipolarity is spreading across all areas.
For millennia, year-end celebrations have taken place worldwide. The current Hebrew year, 5785, began at sunset on October 2, 2024, and will end at sunset on September 22, 2025, in what many now call the Common Era. Muslims already began their year 1446 on Saturday, December 7, following the Islamic lunar calendar, which has only 354 or 355 days. For Buddhists, it is the year 2563, calculated from Buddha's death. Countries like Sri Lanka, Cambodia, Laos, Thailand, and Myanmar adhere to this calendar. Meanwhile, in China, the year 4723, known as the "Year of the Wooden Snake," will be celebrated in grand style. Behind these differing calendars lie two aspects where globalization's influence is increasingly evident: the economic and cultural.
The interpretation of Christmas is progressively distancing itself from the traditional Western and Christian narrative and moving toward a global and multi-religious approach, complete with an inclusive calendar of events. Strolling through the streets of major cities worldwide reveals urban decorations seeking new icons that represent the holidays without offending anyone.
Today, any occasion is suitable to spark a new celebration that can drive powerful commercial campaigns. The "new liturgical, secular, commercial, and global calendar," as Professor Irastorza calls it, spans everything from Singles' Day in China to the Day of the Dead in Mexico, Halloween in the United States, Valentine's Day, Father’s Day, Mother’s Day, and even Pet Day. According to the UN, there is no longer a day in the year without something to celebrate. Professor Irastorza warns: “No corner of the globe escapes this dynamic, so prepare your wallets”.
Trends This Christmas
According to the report, online shopping will surpass traditional in-store purchases in many aspects. Brands will prioritize their presence in cyberspace because it is not only more controllable but often more efficient. Wherever we go, we will encounter holiday offers enticing us to spend despite our diminishing purchasing power. We are now living in what feels like a "continuous sale season", driven by digital tools that enable full personalization.
The 2024 holiday season will mark a turning point in how we shop. The intense competition between traditional and online channels will converge, leaving consumers the choice of where and how to shop. Regardless of the channel, brands aim to provide an excellent and, ideally, exclusive experience.
Marketplaces like Amazon and Alibaba have captivated customers, outpacing both large and small retailers. Despite recognizing the need to reinvent themselves, many have failed to act after four years of growing threats. The days of merely stocking and selling goods are over. Today, consumers venture out to shop only when promised something special—an immersive brand experience, more akin to a showroom than a store. Brands like Nike and Apple have transformed their flagship locations into theme park-like spaces where products can be experienced, complemented by personalized advice—whether it's about running techniques or the most efficient navigation. For these brands, closing the sale in-store is secondary to winning customer loyalty, fostering a trend where offline and online worlds merge. Their ultimate goal: to secure long-term customer loyalty.
Another emerging trend this year is the preference for gifting experiences, prompting many to reserve vacation days for the year-end holidays. Travel operators are capitalizing on this trend by desensitizing their sales throughout the year.
However, the Christmas of 2024 will undoubtedly be overshadowed by the sadness brought by the Dana storm along the Mediterranean coast. Thousands of people who have lost everything will have no means to give gifts, and the prices of many basic goods may rise due to supply challenges. Holiday tables will see absences, and meals will be far more modest than in previous years.
Content written by:
Carmen García-Trevijano
OBS Business School's Press Office