Making Magic: a qualitative study of how consumers create their Christmas

This paper examines the production and celebration of Christmas at the domestic level and the contribution that brands make. The research we present sought to understand the shaping and facilitation of domestic rituals... [ view full abstract ]

This paper examines the production and celebration of Christmas at the domestic level and the contribution that brands make. The research we present sought to understand the shaping and facilitation of domestic rituals surrounding the celebration of Christmas in both the United Kingdom and Australia - countries with historically close roots, but where differing climates and cultural mixes have dictated variations on the celebration of Christmas. In both countries retailers and the media promote the idea that everyone should expect a ‘magical Christmas’, nothing less will do, but how do consumers achieve this?

The research presented draws on the results of an extensive qualitative study. Techniques used include asynchronous on-line discussion and digital ethnography. At the time of writing the analysis of the Christmas 2014 data collection is only at a preliminary stage. Nevertheless, data so far reveal the importance of doing Christmas ‘our way’ - whilst there are common elements in their enactment of the Christmas rituals each household studied had negotiated a unique mix of people, traditions, brands, retailers, symbols, activities and chronology. Without these Christmas would fail to live up to expectations. Paradoxically for many the expectation of a ‘magical Christmas’ has become the norm.