Spanish experts warn: Christmas marketing exploits our emotions and the fear of 'not measuring up'

Christmas is not only a season of unity and celebration, but also a key time for consumption. Christmas marketing strategies appeal to our emotions and trigger psychological stimuli that push us to spend, often out of fear of missing out on opportunities or not meeting social expectations. From the lights that evoke memories to countdown timers on online deals, marketing experts use sophisticated tools to influence our decisions. But how do they achieve this?

At Christmas, feelings of joy, nostalgia, and social connection intertwine with anxiety, stress, and anticipation of family gatherings or holidays, posing a challenge for our brain.

More work for the limbic system

We could bet that the limbic system is the one that works the most during these dates due to its involvement in emotional processing and some sub-processes of memory and reward. In fact, several studies point out that this structure is modified in the face of festive decorations, Christmas music, and store promotions.

They are structural and functional changes that could generate side effects in decision-making, impulse control, and inhibitory behaviors, which are essential for controlling compulsive shopping and emotional management during Christmas.

From marketing, this emotional response is used to connect with consumers. The storytelling used by companies is a powerful strategy that appeals to universal values such as generosity and love, associating the brand with happy moments.

In addition, sensory stimuli such as carols, advertisements, and festive decorations are also capable of activating the dopamine brain system - the so-called “pleasure neurotransmitter” - which generates sensations of anticipated pleasure and motivation to make a purchase.

And they not only generate this effect, but also impact the anticipation system, triggering an emotional response associated with the expectation of future gratification that in turn motivates purchasing behavior.

Some research has shown that the visual and auditory consumption of stimuli related to holidays also increases the sense of urgency and the desire to purchase products, creating a cycle of anticipation that promotes impulsive spending.

The fear of missing out and the stress of “not measuring up”

One of the most exploited emotions in Christmas marketing is FOMO (Fear of Missing Out). Strategies like “last units available” or “offer valid until tomorrow” create urgency, driving quick and often irrational decisions. For example, Zara Home used countdown timers on its website, achieving a 30% increase in sales in December 2023.

Additionally, social media amplifies social pressure by showcasing perfect decorations, wonderful gifts, and idyllic celebrations. Phrases like “Make this Christmas unforgettable” reinforce the desire to measure up.

This phenomenon also has a neuroscientific basis: mirror neurons are activated when observing others' behaviors, generating the desire to imitate and associating the purchase with pleasure or social acceptance.

In the context of social media, these neurons are activated when we see influencers or celebrities promoting products or lifestyles. Some studies have shown that repeated exposure to these images and behaviors generates an emotional response that reinforces the idea that acquiring products or following certain trends will bring us pleasure and social acceptance.

This process is not only related to direct imitation, but also to the perception of the reward associated with the act of consumption, triggering a cycle that can lead to impulse buying.

The power of sensory experience

When it comes to physical marketing, the strategic placement of highlighted products in visible areas, combined with cozy decorations, warm lighting, and background music, evokes nostalgia and joy, predisposing to less rational decisions.

The sellers enhance the feeling of exclusivity with phrases like “It's the last one of its kind,” while offers such as “3x2” or “Gifts for purchases over X amount” encourage spending more than planned by perceiving an extra benefit.

In the digital environment, brands use search data to personalize messages such as “This gift is perfect for [name]” or “Don't let someone else get it first,” activating the brain's reward system. Together, the combination of physical and digital strategies like the aforementioned timer creates a repertoire of stimuli designed to maximize consumption.

In addition, personalization algorithms on shopping platforms activate the brain's reward system by displaying products that match users' previous interests. It has been shown that this algorithmic individualization influences the release of dopamine, reinforcing the desire to purchase products and creating a cycle of immediate gratification.

Responsible consumption

As we have seen, these acquisition strategies are not merely consumeristic, but also aim to connect with our emotions through the sensory stimulation associated with Christmas. However, consumers are human beings capable of making decisions about what they acquire or not.

It is possible to engage in conscious and thoughtful consumption by adopting effective tactics such as planning purchases in advance or making a prioritized list of real needs. With these tools, it will be easier to resist our momentary desires and practice responsible consumption, even during Christmas.

This article was originally published in The Conversation. María J. García-Rubio is a Professor at the Faculty of Health Sciences at the International University of Valencia; Francisco Javier Zamora Saborit is a Professor in Digital Marketing, Personal Branding, and User Management and Resource Acquisition in Sports Entities at the International University of Valencia.