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Christmas.
The new custom of Christmas gift giving allowed the marketplace to exert an unprecedented influence on holiday celebrations. Commercial innovations such asdepartment stores and mass advertising further expanded the custom of exchanging Christmas gifts. Seasonal retail sales helped fuel the economy, causing merchantsand advertisers to become some of the season’s most ardent promoters. Many holiday celebrants regretted these changes, however, and began voicing the nowcommon lament that Christmas h...