Following Black Friday and Cyber Monday, and heading into the peak of holiday season, it is almost impossible to escape the pull of themed decorations and on-sale items from stores with seemingly endless aisles. As much as the holidays are a time to come together with loved ones, this time of year is also when consumerism is at its peak, when brands hope to turn big profits by enticing shoppers to buy more than they actually need.

The Deloitte Holiday Retail Survey from October 2025 reported that shoppers anticipate spending about $1,595 on average this holiday season, which is a substantial chunk of money for many.

Moreover, much of the spending goes toward clothes or household adornments, which are influenced by whatever is “in” according to current trend cycles. Due to the prevalence of micro-trends, fashion movements are changing quicker than ever, meaning purchased items end up having shorter lifespans.

These short-lived purchases feed a much larger problem. Items that fall out of favor so quickly often end up in landfills, demonstrating the bigger issue of overconsumption and fast fashion in general.

Although this occurs year-round, since consumers do a large portion of their yearly shopping during the holiday season, this time is a good opportunity to rethink your shopping habits and be more conscious of what you buy.

I’ve done a bit of my own rethinking on this lately.

Nearing the end of my time studying abroad in Edinburgh, I’ve reflected a lot on how different consumer culture feels here compared to the United States. I’ve been exposed to much healthier consumer habits while I’ve been here compared to back home.

There is one main area of the city, known as New Town, that has the name brands I’m used to seeing all across the U.S. In and around the St James Quarter shopping mall, one can find stores including Zara, H&M and Levi’s.

Outside that concentrated zone, the rest of the city — and especially Old Town, where I live and attend university — is relatively free of these big-box stores. Other than Tesco, a British grocery store chain, most of the shops I come across daily are local small businesses that sell either hand-made goods or donated vintage items.

Additionally, unlike back in Los Angeles, I’m not assaulted with advertisements for products everywhere I go. While abroad, I haven’t come across a single giant billboard. Barring the occasional sign in a shop window, the pressure to consume is much less intense.

Before coming here, I liked to think I was a relatively responsible shopper. However, this separation from overconsumption culture has inspired me to be even more conscious of how much I’m buying and where I’m buying from. As a result of this mental reframing, most of the items I’ve purchased while abroad were acquired secondhand — a choice that feels both gratifying and aligned with my values.

Not everyone has the privilege to live in a place like Edinburgh that naturally encourages healthier consumer culture. Yet, anyone, anywhere is capable of shifting their mindset and their shopping habits — it’s all a matter of choice.

Instead of taking the bait of flashy sales or quick shipping, you can seek out ways to do your holiday shopping more sustainably.

Local flea, farmers or art markets are a great way to acquire unique items that are made with care and meant to last beyond trend cycles, while also supporting small businesses. Vintage and secondhand stores also have a plethora of treasures to choose from, whether it’s clothes or homeware you’re looking for.

You can get creative with it, too, and make decorations or gifts yourself, instead of buying from a store. This is a great option if you’re looking to save money while still making the holiday season meaningful, as handmade gifts are often more personal and speak to the heart. It could be anything from hand-painted ornaments to a family photo album.

It’s easy to get wrapped up in the holiday shopping frenzy, but I encourage anyone to remember that you can get into the holiday spirit without overconsuming. And if you manage to resist these temptations, you might just make this time more memorable for yourself and your loved ones while also doing your part to take care of the environment.

Dor Peretz is a junior writing about United States culture and politics analyzed through the lens of her time studying abroad in her column, “A Broader Perspective,” which ran every other Friday.