The Christmas season in essence defines the ‘holiday season’ for most Kenyans and, for that matter, the rest of the world. This is the time, apart from summertime when Europe, North America and East Asia; experiences a break from harsh winters that people go for breaks and holiday from work. That practically translates to high spending times in hotel bookings, tours, travels and safari.
The culture in Kenya is not so pegged to the Western style in many different ways. Whereas the west is engulfed deep in winter during Christmas, East Africa will be at the peak of its ‘summer’, and being a normal thing, most people do not take note of it. Warm sandy beaches at the Kenyan coast, to cool off the long working year and a hot December sun is usually an option for most people.
Gifts
In the west, people spend money on gifts for their friends and family. The same cannot be said about Kenyan, or African Christmases for that case.The gift buying culture is rare, if it exists at all. Boxing Day (26th) is a hangover curing day for many people who go on a drinking spree on Christmas day and the Christmas eve.
According to Investopedia, a study performed by the American Research Group shows that Americans will be spending more money on gifts in 2012 than they did last year. In 2011, the average American spent $646 (KES 54,900) on holiday gifts. In 2012, it is expected that the average American will be spending $854 (KES 72, 590) in gifts for friends and loved ones. It should come as no surprise that the average cost of gifts is so high. With advertisements for big sales everywhere, there is a greater chance for impulse buys and overspending.
Well, the situation is no different from what we are experiencing in Kenya. The cost of gifts (to oneself) has gone up the the economy is still crunching. The kind of money Americans are spending on gifts is a complete holiday package and a well done after party for your groupies back at home.
Let us face it, wrapped and boxed gifts do not really count in Kenya. So KES 72, 590 will pay for a trip for two to the coast in a luxurious beach hotel for 5 straight days and nights (at an average of KES 7,000 per person per night).
Alternatively, for those who throw Christmas parties in their homes (rural or otherwise), KES 72, 590 will mean a four-goat party, enough drinks and food for up to 35 party people. That is great deal of gift, isn’t it?
The spending Hangover
After all the fun in the holiday, reality checks in on the mornings of the new year. Bills, school fees and such mandatory expenses. Every year, people vow to plan better for holidays come the next year, to avoid the holiday hangover. But little difference, if any comes by.
Well maybe we can blame the marketers with their enticing advertisements that makes us buy, buy and buy again. After all we need to enjoy the holiday, don’t we?