Major British retailers have triggered an early festive frenzy this year, with brands like John Lewis, Coca-Cola, and Argos launching their Christmas advertising campaigns almost two months before December 25th.
While these premature celebrations might seem cheerful, psychologists warn they are sparking a phenomenon known as 'festive burnout', leading to increased stress, irritability, and even serious health consequences.
The Psychological Toll of an Extended Christmas
Professor Ruth Ogden, a psychologist from Liverpool John Moores University, explains that the increasingly early start to Christmas marketing amplifies time pressure and a sense of stress for many adults. Her research found that 70 per cent of people feel Christmas arrives faster each year, with aggressive advertising being a key reason.
The moment Halloween concludes, supermarkets and high-street chains immediately switch to festive mode. This year, mince pies, Christmas trees, and seasonal adverts began appearing across the UK as early as August, creating a 'temporal mismatch' between the autumnal reality and the wintry expectations being sold.
From Stress to Serious Health Risks
The prolonged exposure to festive pressures doesn't just dampen spirits; it can have tangible effects on physical and mental wellbeing. Professor Jolanta Burke, a psychologist from RCSI University of Medicine and Health Sciences, outlines the sources of this stress.
Chronic stress prevents the body's nervous system from switching off, leading to a buildup of cortisol. This can result in a state of burnout, manifesting as:
- Anxiety and depression
- Difficulty sleeping
- Unexplained irritability
- Headaches and exhaustion
In extreme cases, this condition can even increase the risk of heart attacks and death, as the body's ability to recover from stress is severely impaired.
Losing the Magic of the Season
Beyond the health implications, the commercial rush threatens to strip Christmas of its special appeal. Professor Ogden suggests that part of the holiday's magic comes from its clearly defined period in December.
When anticipation is drawn out over too long a period, people become desensitised. The positive reaction that once defined the festive season diminishes, and the extended buildup can lead to greater frustration and disappointment.
Social media reflects this sentiment, with one exasperated commenter on X capturing the public mood: 'These Christmas ads are annoying. It's too f****** early. It's the 12 days of Christmas, not the 60+ days of Christmas.'
Ultimately, the very marketing designed to spark joy may be extinguishing it, leaving Brits overwhelmed and underwhelmed long before Santa's sleigh takes flight.
