Recently the internet was humming with commentary about a challenge issued to Starbucks to honor the celebration of Christmas. Joshua Feuerstein, an Evangelical Protestant Christian, posted a video in which he decries the coffee giant for what he considers its “war on Christmas,” evidenced in the absence of any explicit acknowledgement of the holiday on its seasonal red cups. (I myself do not find the challenge very compelling, not due to any lack of sympathy for Mr. Feuerstein or allegiance to Starbucks, but to the fact that when I stand in the store waiting for my coffee I observe that the cup in question is framed by shelves loaded with a seasonal roast called “Christmas Blend”).
In any case, it is hard to believe that the holiday could really disappear from American culture any time soon. If nothing else, it is far too great a cultural institution. It is rooted too deeply in what modern Americans value. It enhances, for instance, domestic life. Christmas is an opportunity for family togetherness, cozy times by the fireplace sipping hot drinks, listening to holiday music, watching holiday movies, enjoying the blinking of holiday lights, and opening presents. And all of these domestic pleasures are of course mediated by our consumer economy, which shifts into overdrive the day after Thanksgiving to produce, market, and distribute an immeasurable amount of holiday stuff.
However, these twin themes of contemporary Christmas–domesticity and consumerism–were not always a part of its celebration. I will write later about its significance in ancient times. Here I would like to reflect on its more recent history during the past couple of centuries. It is a history that will be unexpected for some Christians who have responded positively to the censure of Starbucks. Continue reading