As the first glimpse of daylight peeks through the windows, children race down toward the Christmas tree and unwrap packages of gaming systems and designer items. A bittersweet realization dawns upon me as I notice that the dollhouses and board games I once desired when I was their age, are no longer in high demand.

In today’s society, younger generations are requesting more technological products, and the most wanted gift items have changed drastically over the years. It has become evident that there is a greater demand for trendy items such as a hover board, despite the overused saying, “It’s the thought that counts.”

Compared to the past, where winter and Christmas focused on spending time with your family and enjoying each other’s company, the holiday season has transitioned into a materialistic time of the year. Unfortunately, I do not see a change in this trend any time soon. With new innovations in toys, technology and all aspects of the consumer world, people are always searching for the new “it” item. The idea of materialism has become acceptable, because people embrace it along with commercialism.

Growing up, Christmas for me consisted of fuzzy socks and new pajamas. Maybe it was because my family did not find any value in buying expensive gifts, or perhaps my family celebrated Christmas on a smaller scale, but I learned how to appreciate the act of giving more than receiving. However, I must admit, there were times in which I was jealous of the lucky few who got awesome games and gifts such as the ever-so-popular Tamagotchi, a handheld toy in which you raised a virtual pet, that many people in my elementary school had.

Likewise, many kids during the early 2000s only dreamed about getting new clothes or stuffed animals for Christmas. At most, robotic-talking toys in the form of animals and gaming systems were the extent of extravagant gifts the kids I knew received.

From what I have seen, laptops and smart devices have become the norm in terms of gifts. Children and adults alike seem to expect opening gifts of hefty purchases. In my opinion, this change in gift-giving ideology is a result of business branding. This is evident by Apple Inc., in which the logo of an apple alone gets people talking about products that aren’t even available yet, and in a matter of hours, everyone wants to get their hands on the latest, soon-to-be-released version of an iPhone, iPad or MacBook. Furthermore, technology has developed so rapidly in recent years. As a result, people want to get their hands on the next new item that comes out.

Of course, there are still people who celebrate Christmas for its original meaning and teach their children the importance of love for others, rather than gifts. However, the transition toward materialism is something that cannot be undone.

In my opinion, giving a loved one or a friend a big gift is not a bad thing. It is only bad when receiving gifts become an expectation. Children should be taught that the holiday season is not centered on materialistic gifts. Rather, the holidays should be about spending time with others, reflecting on good memories and looking forward to what the new year will bring. After all, objects can only last so long, but memories are forever.