For Alison Conway, the holiday season becomes a struggle each year to keep spending under control. The University of Western Ontario professor quickly reins in the expectations of her two children when their wish lists become too lavish.
But Ms. Conway's shopping does not stop with the children -- she also buys gifts for nieces and nephews, the cleaning lady, newspaper carrier, school bus driver, homeroom teachers, music teachers and baby sitters. By the time she has sent out cards, decorated the tree, made a festive dinner for eight, and picked up treats and toys for the cat and the Labrador Retriever, $1,700 has vanished.
That's about 1.3 per cent of the gross income that she and husband Bryce Traister -- both professors of English at UWO in London, Ont. -- earn in a year.
Every year, Ms. Conway looks for ways to spend less and enjoy the holiday season more.
"I only measure it in terms of my own rising panic," she says of the feeling each year that merchants, marketing and media are creating pressure to buy and do more.
Ms. Conway's nine-year-old daughter, Hannah, isn't into conspicuous consumption, but her six-year-old son, Matthew, loves the latest gadgets and toys.
"I resent that they are bombarded with it everywhere," she says of holiday advertising.
And she wonders how many other people would like to stop the insanity.
"What I find disheartening in the mall is, I look around and say, 'How many people are doing this on credit?' "
Many people are, confirms Laurie Campbell, program manager at Toronto's Credit Counselling Service.
The number of people seeking help from the not-for-profit agency soars at the end of January and into February as people realize they can't manage the debt that they ran up over the holidays, she says.
"If they realize they are on the edge, this is what puts them over," Ms. Campbell says.
A recent survey by Ipsos-Reid found that the average gift-giving Canadian will spend $761.15 on gifts this season, plus an additional $724.08 on related expenses such as party outfits, travel, decorations and entertainment. Thirty per cent of the respondents said they planned to do their spending on credit.
Ms. Campbell says many people seem to underestimate how much they spend on extras such as food, alcohol and babysitting.
Ms. Conway has found a few ways to keep costs in line: She makes spiced nuts and bakes cookies to give as presents. For teachers, she lets her children choose a charity and donates a modest amount on behalf of the teacher.
Adults in her family don't exchange gifts.
"If you can get the whole family to agree to that, it's huge."
Ms. Campbell has some other suggestions: The $200 Ms. Conway spends on each child is quite a bit of money, in her opinion. If Ms. Conway cuts back to $150 each, she's saved $100 right there.
Ms. Campbell agrees that Christmas is a nice time to reward cleaning staff and other people who probably don't make a lot of money. She also likes the idea of keeping gifts for teachers modest.
"Quite frankly, the teachers feel just as guilty about getting all those gifts."
And she would limit gifts for the cat and the dog to a token from the dollar store.
"The dog doesn't care," she says. "I draw the line at the cat and the dog."
She also suggests a family excursion into the woods for pine cones and boughs that can be used as decorations.
Ms. Conway buys her children new pajamas to wear on Christmas Eve, but Ms. Campbell suggests that next year's pair can be bought at a discount store or on sale on Boxing Day when nobody wants to look at holiday merchandise.
Ms. Campbell admits that budgeting for a holiday dinner is tough. That's when many traditions are made and followed. She suggests spreading some of the expense around by asking people to bring a dish.
"The costs can be horrendous. It really becomes a burden on the person holding the party."
Al Antle, director of Credit Counselling Canada in St. John's, Nfld., says much overspending is an emotional reaction to the holidays. He says he is often astonished to hear single parents -- some of them on welfare -- say they plan to spend between $1,400 and $2,100 on Christmas.
"It's amazing what poor people spend on Christmas. The perception is, 'We have to do this. It's the only chance we have to be normal.' "
People often look at the value of the gifts they receive as evidence they are loved, he adds.
Mr. Antle suggests that people look realistically at what they can afford.
And planning, he says, begins Dec. 26. By looking at what they spent this year, individuals can better plan for next year.
If possible, Mr. Antle says, set aside some money from those first pay periods in January or February and a little bit each month thereafter.
Janet Freedman, president of Finance Matters in Toronto, agrees that many of the problems arise from family dynamics.
"The issue isn't necessarily just the individual, but family expectations of what the individual will give."
Ms. Freedman and her friends have made a bargain that they won't spend more than $5 on gifts for each other. One year she made cranberry-orange marmalade for her friends.
"Usually those people who have those plans in place don't get into as much trouble."
She also recommends having more than one bank account -- one for fixed and variable expenses such as mortgage, taxes, food and necessities, and another for discretionary spending such as entertainment, vacations and Christmas.
"If you go and blow it all on eating out, you're not going on a vacation this year," she says of the discretionary account.
Ms. Conway says she will continue to work at bringing expenses down. As it is, she has spent about $100 less than she did last year. But she would like to see the consumer culture take a step back.
"It's as if people need a whole new paradigm for expectations."
HOLIDAY SHOPPING BY THE NUMBERS
Average amount Canadians expect to spend on gifts: $761.15
Number of shoppers who don't budget on spending: 58%
Average amount Canadians expect to spend on non-gift items: $724.08
Number of Canadians who expect to use debit cards: 43%
Alberta residents expected to spend the most on gifts: $954.61
Number of Canadians who say they are last-minute shoppers: 38%
Quebec residents expected to spend the least on gifts: $500.14
Number of Canadians who find their partner toughest to buy for: 25%
SOURCE: IPSOS REID HOLIDAY SPENDING STUDY, NOVEMBER 2003
WHAT ONE FAMILY OF FOUR SPENDS ON CHRISTMAS
Greeting cards, postage: $175
Newspaper carrier: $20
Gifts for teachers: $60
Baby sitters: $40
Cleaners: $40
Dinner for eight: $200
Alcohol: $100
Baking: $50
Gifts for nephews and nieces: $150
Framed photos for grandparents: $60
Alison and Bryce's gifts for each other: $200
Gifts and stockings for Hannah and Matthew: $400
Gifts for dog and cat: $30
Pyjamas for two kids: $80
TOTAL: $1,605
WHAT CREDIT COUNSELLOR LAURIE CAMPBELL SUGGESTS
Greeting cards, postage: $175: Cut back on list or send some e-mail greetings: $100
Newspaper carrier: $20: Too generous says Campbell
Gifts for teachers: $60
Baby sitters: $40
Cleaners: $40
Dinner for eight: $200: Ask relatives to bring some dishes: $150
Alcohol: $100
Baking: $50
Gifts for nephews and nieces: $150
Framed photos for grandparents: $60
Alison and Bryce's gifts for each other: $200: Cut amount in half or decide whether gifts are necessary: $100
Gifts and stockings for Hannah and Matthew: $400: Trim $50 from budget for each child: $300
Gifts for dog and cat: $30: Limit to one dollar each: $2
Pyjamas for two kids: $80: Buy on sale: $40
TOTAL: $1,202
© The Globe and Mail
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