Christmas and New Year

Christmas and New Year are pivotal events in the marketing calendar, offering opportunities to engage consumers with festive and celebratory campaigns. This period often coincides with colder weather in many regions, prompting marketers to tailor messages and products to themes of warmth, coziness, and new beginnings. These seasonal changes also influence purchasing behaviors, encouraging spending on gifts, travel, and winter-related products.

Christmas and New Year’s are two distinct yet closely linked festive events celebrated globally, steeped in rich historical and cultural traditions.

Christmas, celebrated on December 25th, commemorates the birth of Jesus Christ, a central figure in Christianity. Its origins can be traced back to early Christian traditions in the Roman Empire. Initially, the exact date of Christ’s birth was not known, and different regions celebrated it on various days. By the 4th century, December 25th was established as the official date, possibly aligning with the Roman festival of Saturnalia, a time of feasting and gift-giving, to ease the transition for pagans converting to Christianity.

Over the centuries, Christmas evolved, incorporating elements from various cultures, such as the Germanic Yule traditions, which included the Christmas tree and Yule log. The Victorian era, particularly in England, played a significant role in shaping modern Christmas customs, popularizing cards, carols, and the image of a jolly Santa Claus, influenced by Saint Nicholas and the Dutch figure Sinterklaas.

New Year’s celebrations have ancient roots, with the earliest recorded festivities dating back to Mesopotamia around 2000 BCE. The early Roman calendar designated March 1st as the start of the new year, but this changed with the introduction of the Julian calendar in 46 BCE by Julius Caesar, who set January 1st as New Year’s Day. This was in honor of Janus, the Roman god of beginnings and transitions, symbolized by a two-faced deity looking both forward and backward.

Throughout history, New Year’s celebrations have varied, often influenced by cultural and religious contexts. Today, it is marked by parties, fireworks, and the singing of “Auld Lang Syne,” a tradition popularized by the Scots poet Robert Burns.

Together, Christmas and New Year’s form a festive season characterized by reflection, celebration, and the anticipation of new beginnings, resonating with people of different faiths and cultural backgrounds worldwide.

The origins of Christmas and New Year are rooted in both religious traditions and ancient cultural practices.

Christmas:

Christmas is celebrated on December 25th to commemorate the birth of Jesus Christ, a central figure in Christianity. The exact date of Jesus’ birth is not known; however, December 25th was chosen as it coincided with existing pagan festivals celebrating the winter solstice. Early Christians sought to provide a Christian alternative to these festivals, such as the Roman Saturnalia, which celebrated the return of longer days. Over time, Christmas evolved into a significant religious and cultural event, incorporating various traditions like gift-giving, feasting, and decorating evergreen trees.

New Year:

The celebration of the New Year has ancient origins, dating back to the Babylonians over 4,000 years ago. They celebrated the New Year during the first new moon following the vernal equinox. However, the current New Year’s celebration on January 1st was established by the Roman calendar. In 46 B.C., Julius Caesar introduced the Julian calendar, aligning the start of the year with the Roman god Janus, the deity of beginnings and transitions. Over centuries, this date became widely accepted, and today, ringing in the New Year is a global tradition, marked by festivities, fireworks, and resolutions.

Christmas and New Year are culturally significant events celebrated globally, each carrying unique traditions and meanings across different cultures.

Christmas: - Religious Significance: For Christians, Christmas commemorates the birth of Jesus Christ. It is a sacred religious holiday celebrated with church services, nativity plays, and reenactments of the Christmas story. - Cultural Traditions: Beyond its religious roots, Christmas has evolved into a worldwide cultural event celebrated by people of various faiths. Traditions often include decorating Christmas trees, exchanging gifts, and sharing meals with family and friends. Santa Claus, inspired by St. Nicholas, has become a symbol of gift-giving and joy. - Economic Impact: Christmas is a major driver of economic activity, influencing retail sales and marketing strategies. Businesses often launch holiday-themed campaigns, promotions, and products to capture the festive spirit and consumer spending surge.

New Year: - Symbolism: New Year’s celebrations mark the end of one year and the beginning of another, symbolizing renewal, reflection, and fresh starts. It’s a time for setting resolutions and goals for the coming year. - Global Celebrations: New Year is celebrated across cultures, often with fireworks, parties, and countdowns to midnight. Different cultures have unique customs, such as eating specific foods believed to bring good luck or prosperity. - Cultural Variations: While the Gregorian calendar marks January 1st as New Year’s Day, other cultures observe different dates based on lunar calendars, such as Chinese New Year and Rosh Hashanah in Jewish tradition.

Both events offer opportunities for communal gatherings, reflection, and celebration, making them significant culturally and socially. For marketers, these events are pivotal periods for engaging with audiences through tailored campaigns that resonate with the festive spirit and diverse cultural practices.

Christmas and New Year are celebrated worldwide with a variety of customs and traditions that often blend religious, cultural, and secular elements. Here’s a look at some of the most popular traditions associated with these festive occasions:

Christmas Traditions:

1. Decorating the Christmas Tree: A central tradition in many homes, families often gather to decorate a tree with ornaments, lights, and tinsel. The tree is typically topped with a star or angel.

2. Christmas Stockings: Hung by the fireplace or in another prominent place, stockings are filled with small gifts and treats, allegedly by Santa Claus on Christmas Eve.

3. Nativity Scenes: Many households and churches set up nativity scenes depicting the birth of Jesus Christ, complete with figures of Mary, Joseph, baby Jesus, shepherds, and the Wise Men.

4. Advent Calendars: Used to count down the days until Christmas, these calendars often contain small gifts or chocolates behind each door for children.

5. Gift Giving: Exchanging gifts is a major part of Christmas, symbolizing the gifts given to Jesus by the Wise Men. It’s also a way to express love and appreciation for family and friends.

6. Christmas Carols: Singing carols and attending concerts or church services is a beloved tradition, with classics like “Silent Night” and “Jingle Bells” being perennial favorites.

7. Christmas Dinner: Families and friends gather for a feast that often includes turkey, ham, stuffing, and a variety of desserts like fruitcake or Christmas pudding.

8. Santa Claus: Known by various names around the world, Santa Claus is a mythical figure who delivers gifts to children on Christmas Eve.

New Year Traditions:

1. New Year’s Eve Parties: Celebrations often include parties with friends and family, featuring music, dancing, and fireworks as people gather to count down to midnight.

2. Fireworks: A spectacular display of fireworks is common in many cities worldwide, symbolizing the excitement of a new beginning.

3. New Year’s Resolutions: Many people make resolutions for the coming year, setting goals for personal improvement.

4. Champagne Toasts: At the stroke of midnight, it’s customary to toast with champagne or sparkling wine to welcome the New Year.

5. Kissing at Midnight: In many cultures, sharing a kiss at the stroke of midnight is believed to bring good luck and strengthen relationships in the coming year.

6. New Year’s Day Parades: Events like the Rose Parade in Pasadena, California, are popular, featuring elaborate floats, marching bands, and other entertainment.

7. Good Luck Foods: Different cultures have traditional foods believed to bring luck, such as black-eyed peas and collard greens in the American South, or lentils in Italy.

These traditions, while varied, share a common theme of joy, reflection, and hope for the future, bringing people together to celebrate and look forward to new beginnings.

The ‘Christmas and New Year’ period is crucial for marketing campaigns due to several compelling reasons:

1. High Consumer Spending: This season is traditionally associated with increased consumer spending. People are buying gifts, decorations, food, and more, making it a prime time for businesses to boost sales and revenue.

2. Emotional Connections: The holidays are a time of heightened emotions and family connections. Brands can leverage this by creating campaigns that resonate emotionally, fostering a deeper connection with consumers.

3. Increased Engagement: Consumers are more active and engaged during the holiday season, both online and offline. This provides a unique opportunity to capture their attention with creative and interactive campaigns.

4. Gift-Giving Culture: The tradition of gift-giving is a significant driver of holiday sales. Marketing campaigns can be tailored to highlight gift ideas, special offers, and bundled deals, attracting consumers looking for the perfect present.

5. Brand Awareness and Loyalty: Consistent and memorable holiday marketing can enhance brand awareness and build customer loyalty. By associating your brand with the joy and spirit of the season, you can leave a lasting impression.

6. Competitive Edge: Many businesses ramp up their marketing efforts during this time, making it imperative to stand out. Creative and strategic campaigns can give your brand a competitive edge in a crowded marketplace.

7. Seasonal Promotions: The holidays are an excellent time for limited-time offers, discounts, and promotions, which can create urgency and drive quick sales.

8. Cross-Channel Opportunities: The diverse range of marketing channels, from social media to email and in-store promotions, allows for integrated campaigns that can reach a wide audience effectively.

9. New Year Resolutions: As the New Year approaches, consumers often reflect on personal goals and resolutions. Brands can tap into this mindset by offering products and services that align with self-improvement themes.

10. End-of-Year Budget: Many consumers and businesses have end-of-year budgets that they are looking to spend, making this an opportune time for B2B and B2C marketing efforts.

Utilizing these aspects effectively can lead to successful marketing campaigns that not only drive immediate sales but also build long-term brand value.

For ‘Christmas and New Year’ marketing campaigns, the target audience typically encompasses a broad range of demographic characteristics, reflecting the widespread appeal and cultural significance of these holidays. Here’s a detailed breakdown:

1. Age: The primary age range often includes adults from 25 to 54, who are likely to have the financial means and motivation to purchase gifts, decorations, and holiday experiences. However, marketing can also target younger audiences, such as teenagers and young adults (13-24), given their influence on family purchases and interest in trendy or tech-related gifts.

2. Gender: While gender targeting can vary by product (e.g., beauty products might target women more heavily), holiday campaigns generally appeal to all genders. Some campaigns, however, may be more tailored — for instance, campaigns around gifting for children often target women, who traditionally play a larger role in holiday shopping.

3. Income Level: Middle to upper-middle-income households are often the focus, as they have discretionary income for holiday spending on gifts, travel, and entertainment. Luxury brands may target higher-income brackets, while discount retailers may focus on budget-conscious consumers across various income levels.

4. Family Status: Families with children are a key demographic, as parents and relatives are significant purchasers of gifts and holiday experiences. Campaigns might also target singles and young couples, especially for New Year’s events and travel deals.

5. Geographic Location: While campaigns are often national or even global, regional differences can play a role in messaging. Urban areas might see more digital and out-of-home advertising for holiday events, while rural areas might focus on catalog and direct mail.

6. Cultural and Religious Background: Although Christmas and New Year have widespread appeal, understanding cultural nuances is crucial. Campaigns should be mindful of diverse audiences, including those who may celebrate other holidays during the season or who might celebrate Christmas in a secular way.

7. Behavioral Traits: Key behaviors include early planners who shop in advance, last-minute shoppers, and deal-seekers. Understanding these patterns can help tailor messaging and timing of marketing efforts.

8. Lifestyle: This includes individuals with interests in holiday traditions, travel, home decor, festive cooking, and social gatherings. Campaigns often highlight experiences and emotional connections associated with the holidays.

By addressing these demographic characteristics, marketers can craft more targeted and effective campaigns that resonate with their intended audiences during the festive season.

In crafting ‘Christmas and New Year’ marketing campaigns, understanding the psychographic characteristics of the target audience is crucial. These characteristics go beyond demographics, delving into the lifestyle, values, attitudes, and interests of consumers during the holiday season.

1. Value of Tradition and Family: Many people prioritize family gatherings and the joy of upholding traditions. These consumers are likely to respond well to campaigns that evoke nostalgia and emphasize familial connections.

2. Seeking Joy and Celebration: The holiday season is synonymous with joy and celebration. Consumers are often in a festive mood, seeking out experiences and products that enhance their holiday spirit. Campaigns that embody joyfulness and celebration can resonate powerfully.

3. Generosity and Giving: The spirit of giving is a central theme. Many individuals focus on finding meaningful gifts for loved ones and might be more inclined to support charitable causes. Highlighting gift ideas or charitable partnerships can appeal to this generosity.

4. Desire for Relaxation and Escape: With the hustle and bustle of the season, some people seek moments of relaxation and escape. Marketing that offers a sense of peace, comfort, or indulgence, such as spa experiences or cozy home products, can be particularly appealing.

5. Interest in Experiences: There is a growing trend towards valuing experiences over material goods. This audience might be interested in travel, events, or activities that create lasting memories, making experiential marketing a strong approach.

6. Focus on Self-Improvement and Resolutions: As the New Year approaches, consumers often reflect on personal growth and set new goals. Campaigns that align with themes of self-improvement, wellness, and starting fresh can capture this mindset.

7. Digital and Social Engagement: Many consumers are deeply engaged with digital platforms during this time, sharing their holiday experiences and shopping online. Engaging content and interactive digital experiences can effectively capture their attention.

Understanding these psychographic traits allows marketers to craft campaigns that resonate on a deeper emotional level, aligning with the values and desires of their audience during the holiday season.

Aligning a brand with the festive season of Christmas and New Year involves strategic planning and execution to leverage the heightened consumer interest and sentiment. Here are several ways brands can effectively align with these events:

1. Thematic Campaigns: Develop marketing campaigns that resonate with the spirit of the holidays. This can include festive imagery, music, and messaging that evoke the warmth, joy, and togetherness associated with Christmas and New Year celebrations.

2. Seasonal Products and Promotions: Introduce limited-edition products or special holiday-themed packaging. Offering promotions such as discounts, bundles, or exclusive deals can create a sense of urgency and excitement among consumers.

3. Engaging Content: Create content that captures the essence of the season. This could be in the form of heartwarming stories, holiday tips, or interactive content like quizzes and contests that encourage customer participation and sharing.

4. Social Media and Influencer Collaborations: Partner with influencers who align with your brand to reach wider audiences. Encourage user-generated content by incentivizing customers to share their holiday experiences with your products using specific hashtags.

5. Community and CSR Initiatives: Show your brand’s commitment to giving back during the season of goodwill. Engage in community service projects, charity donations, or partnerships with non-profits, and communicate these efforts to your audience.

6. Personalization: Leverage data to offer personalized experiences or recommendations. Personalized email campaigns or customized product suggestions can make customers feel valued and enhance their shopping experience.

7. Experiential Marketing: Host or sponsor events that celebrate the festive season, whether in-person or virtual. These could be anything from holiday markets to virtual parties or workshops, creating memorable experiences that connect emotionally with your audience.

8. Storytelling and Nostalgia: Utilize storytelling to tap into the nostalgia and emotional connections people have with the holidays. Share stories that highlight family traditions, past memories, or the joy of gift-giving.

9. Omni-channel Approach: Ensure a seamless experience across all touchpoints. Whether it’s online, in-store, or via mobile, ensure your communications and offers are consistent and enhance the customer journey.

Aligning your brand with Christmas and New Year not only boosts visibility but also strengthens customer relationships by tapping into the emotional and celebratory aspects of the season.

For Christmas and New Year campaigns, marketers should ideally start planning in the late summer to early fall, around August or September. This allows ample time for strategizing, creative development, and any necessary adjustments based on market trends or consumer feedback.

Execution often begins in early to mid-November. By this time, holiday shopping is already on consumers’ minds, and Black Friday and Cyber Monday events provide prime opportunities to capture attention. Starting campaigns around this period ensures your brand is top-of-mind as consumers begin their holiday shopping.

Timing is key, so consider staggering your campaign elements. Early November can focus on awareness and engagement, while December can emphasize conversions and last-minute shopping incentives. Post-holiday campaigns in early January can target New Year themes and clearance sales, extending the campaign’s impact.

This timeline allows you to be agile, responding to real-time data and trends, while ensuring your messaging is fresh and relevant throughout the season.

1. Social Media Platforms: Channels like Instagram, Facebook, and Pinterest are ideal for Christmas and New Year campaigns due to their visual nature, which is perfect for showcasing festive content. These platforms also offer targeted advertising options to reach specific demographics, allowing marketers to effectively engage with audiences who are likely to be interested in holiday promotions.

2. Email Marketing: This channel is highly effective during the holiday season as it allows for personalized communication with customers. Holiday-themed newsletters can promote special offers, countdowns to Christmas, and New Year’s sales. The ability to segment audiences ensures that messages are relevant and timely, enhancing engagement and conversion rates.

3. Influencer Marketing: Partnering with influencers who resonate with your target audience can amplify your holiday campaign reach. Influencers can create authentic content that showcases products in a festive context, leveraging their established trust and follower base to drive engagement and sales during the holiday season.

4. Search Engine Marketing (SEM): Utilizing pay-per-click (PPC) advertising on search engines like Google can capture high-intent consumers actively searching for holiday deals and gift ideas. Well-crafted ad copy and strategic keyword targeting can boost visibility and drive traffic to your promotions during this peak shopping period.

5. Content Marketing: Creating engaging holiday-themed content, such as gift guides, blog posts, and how-to videos, can attract organic traffic and provide value to consumers. This approach not only enhances brand visibility but also positions your brand as a go-to resource for holiday inspiration, building long-term customer relationships.

Christmas and New Year are times of significant consumer activity, with several key behaviors and purchase types commonly observed:

1. Gift Buying: This is perhaps the most prominent behavior, as people purchase gifts for family, friends, and colleagues. This includes toys, electronics, clothing, jewelry, and personalized items.

2. Holiday Decor: Consumers invest in festive decorations, such as Christmas trees, lights, ornaments, and other seasonal decor to adorn their homes and workplaces.

3. Food and Beverages: There is a marked increase in spending on special foods and drinks for holiday meals and parties. This includes traditional holiday foods, gourmet items, and alcoholic beverages.

4. Travel: Many consumers travel to visit family or go on vacation during the holiday season, resulting in increased spending on flights, accommodation, and related travel expenses.

5. Entertainment: This includes attending holiday events, movies, concerts, and other forms of entertainment, as well as purchasing items for home entertainment.

6. Charitable Giving: The holiday season often inspires consumers to donate to charitable causes, either through monetary donations or by purchasing goods that support charities.

7. New Year’s Resolutions: As the New Year approaches, consumers often invest in products and services related to self-improvement, such as gym memberships, fitness equipment, and health-related products.

8. Post-Holiday Sales: Many consumers take advantage of post-Christmas sales and New Year promotions, leading to increased spending on discounted items.

These behaviors reflect a blend of traditional customs and modern consumer trends, and they significantly impact various sectors, from retail to hospitality.

Christmas and New Year campaigns are a staple for brands looking to capitalize on the festive season. Here are some noteworthy examples:

1. Coca-Cola’s “Holidays Are Coming”: Perhaps one of the most iconic campaigns, Coca-Cola’s Christmas trucks adorned with festive lights and the jingle “Holidays are Coming” have become synonymous with the start of the holiday season. This campaign has been running since the 1990s and is beloved for its nostalgic and heartwarming appeal.

2. John Lewis Christmas Advert: Each year, the UK department store John Lewis releases an eagerly anticipated Christmas advert. These ads often tell emotionally engaging stories, like “The Man on the Moon” or “The Bear and the Hare,” and are designed to evoke a sense of wonder and empathy. They effectively use storytelling to connect with audiences on an emotional level.

3. Starbucks’ Red Cup Campaign: Starbucks marks the holiday season with its red cup campaign, featuring festive designs on their coffee cups. This campaign not only signals the arrival of holiday-themed beverages but also generates significant social media buzz, with customers eagerly sharing photos of their cups.

4. Apple’s “Share Your Gifts”: In 2018, Apple launched a beautifully animated holiday commercial titled “Share Your Gifts.” It highlighted the joy of creativity and sharing, subtly showcasing Apple products as tools for creativity. The campaign resonated with audiences through its enchanting animation and universal message.

5. Marks & Spencer’s “Paddington & The Christmas Visitor”: M&S created a charming campaign featuring Paddington Bear in 2017. The advert told a heartwarming story where Paddington mistakenly helps a burglar distribute stolen presents back to their rightful owners. It cleverly tied in with the Paddington film and captured the spirit of giving.

6. Heathrow’s “Coming Home for Christmas”: Heathrow Airport’s 2016 campaign featured two teddy bears traveling through the airport to reunite with their family. The ad emphasized the importance of family and coming home during the holidays, striking a chord with viewers and enhancing Heathrow’s brand as a gateway to cherished family time.

7. Sainsbury’s “1914”: In 2014, Sainsbury’s partnered with the Royal British Legion to create an ad based on the Christmas Truce of 1914 during World War I. It portrayed British and German soldiers coming together in the spirit of Christmas. The powerful narrative emphasized peace and giving, aligning with both the historical context and the festive season.

These campaigns are examples of how brands can use storytelling, emotion, and tradition to create memorable and effective marketing during the Christmas and New Year period.

Here’s a lineup of creative marketing campaigns that could spice up the festive season for ‘Christmas and New Year’:

1. 12 Days of Giving: Launch a social media campaign where each day leading up to Christmas features a different giveaway or special offer. Encourage followers to engage by sharing holiday stories or photos using a branded hashtag for a chance to win daily prizes or a grand prize on Christmas Day.

2. New Year, New You Challenge: Partner with influencers in the wellness or self-improvement space to create a challenge that starts on New Year’s Day. Participants can sign up to receive daily emails or app notifications with tips, motivational messages, and small tasks that align with your brand’s products or services. Encourage sharing progress on social media with a dedicated hashtag.

3. Virtual Holiday Countdown Calendar: Develop a digital advent calendar that provides daily surprises such as exclusive discounts, free content, or holiday-themed games. This interactive approach keeps customers engaged and coming back to your website or app throughout December.

4. Festive User-Generated Content Contest: Host a contest asking customers to share their best holiday-themed photos or videos featuring your products. The most creative entries could win a holiday bundle or a gift card. Feature submissions on your website and social media to build community and highlight customer creativity.

5. Holiday Recipe Series: If your brand is related to food or lifestyle, collaborate with chefs or influencers to create a series of holiday recipes. Share these through blog posts, videos, or live cooking sessions, and encourage followers to try the recipes at home and share their creations.

6. Charity and Community Engagement: Launch a campaign where a percentage of holiday sales goes to a designated charity. Encourage customers to participate in a virtual volunteering event or contribute through product purchases. Highlight stories of community impact throughout the campaign.

7. New Year Resolution Kits: Create special product bundles or kits that align with common New Year’s resolutions. These could include fitness gear, wellness products, or organizational tools. Offer a special discount or gift with purchase to encourage early adoption.

8. Interactive Holiday Story: Develop an interactive story or game that customers can engage with on your website or app. Include elements of surprise and delight, such as mini-games or quizzes, that lead to personalized product recommendations or discounts.

9. Personalized Holiday Greetings: Send personalized holiday cards or video messages to your most loyal customers. Include a special offer or exclusive sneak peek into upcoming products as a thank you for their continued support.

10. Countdown to Midnight Sale: Host a New Year’s Eve flash sale where different products go on sale every hour leading up to midnight. Promote this event across social media and email, building anticipation and encouraging last-minute shopping.

These campaigns can create a memorable holiday experience for customers while driving engagement and sales for your brand.

Christmas and New Year are celebrated or observed in a wide range of countries around the world, often with unique local traditions. Here are some of the countries where these celebrations are particularly prominent:

1. United States
2. Canada
3. United Kingdom
4. Australia
5. New Zealand
6. Germany
7. France
8. Italy
9. Spain
10. Portugal
11. Netherlands
12. Belgium
13. Sweden
14. Norway
15. Denmark
16. Finland
17. Iceland
18. Austria
19. Switzerland
20. Ireland
21. Poland
22. Czech Republic
23. Hungary
24. Greece
25. Russia
26. Mexico
27. Brazil
28. Argentina
29. Philippines
30. Japan (New Year is significant, while Christmas is more of a commercial holiday)
31. South Korea
32. South Africa

These celebrations can vary widely in terms of customs, religious significance, and cultural practices. In many countries, Christmas is a major holiday with religious and family traditions, while New Year’s Eve and New Year’s Day are celebrated with public festivities and gatherings.

In many countries around the world, Christmas and New Year are widely celebrated, but there are some where these events are not typically observed due to cultural, religious, or governmental reasons. Here are a few examples:

1. Saudi Arabia: As an Islamic country, Saudi Arabia does not traditionally celebrate Christmas, and New Year’s celebrations are more subdued compared to other countries.

2. Afghanistan: Christmas is not widely recognized due to the Islamic culture, and New Year’s is often celebrated according to the Persian calendar (Nowruz).

3. Iran: Like Afghanistan, Iran observes Nowruz as the New Year rather than the Gregorian New Year, and Christmas is not a traditional celebration.

4. North Korea: Due to the country’s political regime, Western holidays like Christmas and New Year are not publicly celebrated.

5. Somalia: Predominantly Muslim, Somalia does not traditionally celebrate Christmas, and New Year’s festivities are minimal.

6. Yemen: Similar to other Islamic countries, Yemen does not observe Christmas, and New Year celebrations are not common.

7. Bhutan: While New Year is celebrated in some form, Bhutan follows its own calendar for the New Year, and Christmas is not a traditional holiday.

In these countries, local traditions and religious observances typically take precedence over Western holidays such as Christmas and New Year.