The Philippines holds the unique distinction of having the longest Christmas season in the world. From the first day of September until well into January, the country is alive with festive cheer. The classic carol “The Twelve Days of Christmas” doesn’t do justice to our way of celebrating. As we often say, “Only in the Philippines!”

Our extended holiday season is rooted in rich Filipino traditions, yet it’s also deeply tied to commerce. Malls play a pivotal role in kicking off the festivities with dazzling decorations as early as September, recognizing the integral role of gift-giving in our celebrations. Christmas shopping has become a cherished experience for Filipinos, a testament to the joy we find in giving.

At SM, we witness this spirit firsthand. Foot traffic in our malls surges during the holiday season. At SM Mall of Asia alone, daily visitors increase from 250,000 to 300,000 to nearly half a million during the peak. This bustling activity is not just a sign of retail success but a reflection of how central malls are to the Filipino holiday experience.

DAILY TRIBUNE executive editor Chito Lozada coined an apt term for this phenomenon: “mall therapy.” As an evolution of “retail therapy,” it captures the uniquely Filipino joy of shopping during the holidays — not for oneself, but for loved ones. This stands in stark contrast to the individualistic frenzy of Black Friday in the US.

Lozada linked SM’s mall growth in 2024 to “revenge spending” post-pandemic, which fueled a robust retail recovery. SM Supermalls president Steven Tan shared how we surpassed targets this year, with foot traffic and new mall openings remaining strong.

This growth is significant not just for business but for what it says about us as a people.

Shopping during Christmas is not mere consumerism. It’s an expression of love, connection and the Filipino value of giving. While some criticize the commercialization of Christmas, I see it as an extension of our deeply rooted traditions. Each thoughtful purchase, each carefully chosen gift, reflects how much we value relationships and community.

As we gather with loved ones to celebrate the birth of the Savior — the Ultimate Giver — I hope you’ve found joy in giving and made someone’s Christmas brighter. May you have a blessed holiday season filled with love and gratitude.

Merry Christmas and a Happy New Year!