Most retailers either are profitable or not, depending on Xmas sales. So, there's no holds barred Xmas hype. How many TV channels are running schmaltzy Xmas shows? Let'see ,he's an undercover prince, and she's a widow, who owns a cookie store- and through the miracle of Xmas, they find true love. Of course, you've watched a thousand "get it now, before Xmas" ads. Christmas is more about what's under the tree, than what makes me feel good. It's pure commercialism. If you get caught up in the hype, once you open your presents, there's not much left. I used to get caught up in Xmas- decorating the place, etc. Then by 8 AM, Xmas, I began to think, "Aw, no, I gotta take this all down?" Today, I have one decoration, don't bother with the hype, and I don't put all my hopes, and energy in making just this one day special by buying out a store.