The 21st century is known as the era of capitalism, which was fuelled by the industrial revolution, centuries ago. The companies and industries involved here are gradually leading towards an increasingly capitalist economy, which has profit making at its heart. Due to this, commercialisation is on the rise. And arguably, this commercialisation has led the human mind away from nature and spirituality. Commercialisation is fundamentally based on defending private interests and this often results in greed and selfishness. It hampers the idea of sharing resources and fuels ambitions of accumulating more and more. This, ultimately, results in a materialistic society where everything is looked upon as a tool to make profits: everything, including feelings, insecurities, beliefs, and spirituality.
How festivals are being commercialized
This wildfire of commercialization has taken many things into its grasp, including our festivals. Eid is one such religious festival of the Muslims which is celebrated annually to conclude the fasting that is observed in the month of Ramadan. This too hasn’t been spared and businesses are now seeking opportunities to capitalize on this occasion, resulting in Eid being commercialized in the UK. Looking at the country’s demography, Muslims make up a large proportion of their population and therefore, serve as a lucrative target audience for a niche marketing strategy.
Eid as an opportunity for businesses to capitalize
From franchises to major retail stores, Muslims in the UK are being courted during the festive months, to sell off the themed wares, decorations and gift items, launched by businesses specifically for Eid. The build up that is hyped since many weeks before the final holiday, aims to captivate consumers and lure them into buying the goods.
Eateries developing into franchises
Many businesses across the UK, including eateries, have developed into franchises to increase their reach and spread across the country. The significance associated with certain special dishes and halal cuisines to be savored during Eid and the cultural background attached to them, have helped restaurants and eateries target customers by commercializing the festivities and offering those delicacies during the festive season.
Websites developing into a niche market
Eid also witnesses many websites being set up and specially designed, themed decor and gifts being sold on the platforms. From Target’s vivid hued gift cards for Eid to Walmart’s and Amazon’s festive decorations and gifts, from UK retailers like Next to stores like Crate and Barrel offering a range of clothing and fashion wear exclusively for Eid, commercialisation has indeed left its impact on the festival.
Typical gifts available for Eid
The market is focused on exclusive gifts, specifically themed to suit the purpose. From aesthetic decorations, like balloons, banners and backdrops to clothing and cosmetics, the range is vast. Very similar to Christmas advent calendars, there are also Ramadan Advent calendars now available to purchase due to the extended period of the festive. Cards, edible treats, handicrafts, and fusion gift items combining the good of the East and West, are among the various choices available, which include ethnic designs, ornaments, lamps and ideas for adorning the house.
The other side of the commercialization of festivals is the universal affirmation for communities that it brings along and the financial progress accompanying it. The exclusive gift items and lucrative offers also serve to uplift the people belonging to the community and make them feel included. Along with cherishing traditions and preserving cultural legacies, it’s time to see the positive aspects and welcome the changes as well.