The UK is expected to spend billions less than usual on non-essentials before Christmas due to rising living costs. Despite our post-Covid dreams, it’s not going to be a ‘normal’ festive season for most, writes Donna McLean.
Christmas is around the corner and, although for most of us it will be a happy(ish) period of celebration, there is no escaping from the uncertainty of the winter still ahead.
I’ve never been the most enthusiastic fan of this time of year, I must admit. Too many Christmases past involve unpleasant memories.
In these circumstances, we try to create new memories, don’t we? I’ve been thinking back to last year; did we all imagine that 2022 would be joyful, perhaps even a Covid-free occasion? I must admit that I didn’t share that optimism, at least not that the pandemic would be over. But, for many, this year was supposed to be a return to some kind of normal.
No chance. The cost of living crisis is hitting hard, with millions of us either cutting back on gifts or not buying them at all.
The UK is expected to spend £4.4 billion less on non-essentials before Christmas, as inflation hits its highest level in 41 years. As it peaks around the festive season, people are undoubtedly going to curtail their usual celebrations.
Councils and businesses are also cutting back on festivities to save cash. With the UK entering another period of austerity, huge, glitzy Christmas advertising campaigns are out, and marketing reflects the mood. See the John Lewis ad for an example of this.
Changing Christmas habits out of necessity
How obvious will Christmas cutbacks be in our homes? I’m not buying a tree this year, as we’re off to Scotland for Christmas. I like having fairy lights up all year round, but that’s mainly because I hate the big light.
How many of us will avoid wearing our fanciest frock for Christmas dinner and instead keep wearing one of those Snuddie or Oodie jumper things, so we can keep the heating off for as long as possible?
What about strictly agreeing spending limits on presents? I’ve done that for years with my family, setting a threshold on gifts for adult family members, so we could concentrate on the kids.
Are people also thinking of asking for more practical presents this year, rather than luxury items? Slippers, gloves, jumpers? Thick woollen socks? Or adopting the “secret Santa” model usually reserved for workmates?
Sadly, many people will have already concluded that they can buy no presents at all this year
Sadly, many people will have already concluded that they can buy no presents at all this year.
Butchers have reported an early rush on ordering turkeys. There’s a shortage because entire flocks are being culled due to avian flu. I don’t eat meat, but this, the country’s worst ever outbreak of bird flu, has been devastating.
Impossible choices must be made
After a year of ongoing political and social turmoil, I would love to celebrate the end of 2022 with mulled wine meet-ups and the perennial game of avoiding hearing Last Christmas playing in the shops.
There has been no return to normal. We still co-exist in a pandemic, with health services facing their toughest festive season on record.
Poverty is a national emergency. With food prices and energy bills rising at the highest rate in over 40 years, people are having to tighten their belts, but, for those on the breadline, there is no leeway. Over 14.5 million people are living in poverty in the UK, including 4.3 million children – nearly one in three, according to the Joseph Rowntree Foundation.
For many people, this Christmas means having to make impossible choices, like deciding between eating and putting money in the meter. Not to mention those feelings of dread as to what comes next, knowing 2023 is going to be tougher than ever, with no safety net.
Let’s do what we can and try to find joy
What can I do? I’ll put together an advent calendar of essentials for my local foodbank and wrap up some toys. It’s not much, and it certainly doesn’t feel like enough.
Maybe it’s about giving, pragmatically, and with extra thought and care
There are volunteers in grassroots organisations up and down the country providing food, warm clothing and energy top-up cards for people in dire need. These essentials should never be an extra. The government has repeatedly cut away at the very basics people need to survive.
Two years ago, I moved into a temporary place, four days before Christmas. It was a scarily uncertain time in my life, having just left my home and all my belongings, but I was surviving, and I was grateful for that.
On reflection, maybe this year should be about the new traditions I can make. Accepting that there is no normal, and not striving for it. Maybe it’s about giving, pragmatically, and with extra thought and care.
If Christmas is about finding some joy, I’ll still give it a go. After all, my fairy lights give off a warm glow, and candles are still relatively cheap.
There’s no such thing as affordable heating now, but I’m a huge fan of having a pile of tartan blankets around the place. And I’ve got some beautiful cards to write, for the people I care about. Pass me a pen and some mulled cider, please.
Donna McLean is originally from Ayrshire and is a mum of twins, writer and activist
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