Over the years, due to aggressive marketing, exchanging of gifts has become one of the core aspects of the modern Christmas celebration, making season the most profitable time of year for retailers and businesses throughout the world.
During the season, sales increase dramatically as people purchase gifts, decorations, and supplies to celebrate the festival. It has been observed that some retailers are so dependent on the Christmas shopping season since it compensates for losses from other quarters of the years.
According to noted business analyst Edward Hadas: “Enter the idea of a relationship founded upon mutual gifts, with some accommodation for greed. This ‘logic of exchange’ begins with two attributes of human nature. Generosity leads me to offer my skills, money, products or whatever else I can give to the world. The desire for justice leads me to want a fair return for these gifts.”
Black Friday in the United States is often regarded as the beginning of the Christmas shopping season with retailers opening their shops extremely early and offered promotional sales and closing late at night. The business of several billion dollars is done during Christmas season in many countries of the west.