In the Philippines, the Christmas season begins in September, as the 'ber months'—September, October, November, and December—kick off a four-month countdown to the holiday. Despite the holiday being four months away, markets in Manila are already bustling with shoppers looking for Christmas decorations, and radio stations are playing carols. This unique tradition reflects the deep-seated cultural and religious significance of Christmas in the predominantly Catholic nation.
A recent visit to a city block-sized market in Manila revealed shops already stacked high with Christmas decor, including plastic Santa Claus figures, Christmas trees, ornaments, and festive lanterns. Sales clerk Cora Lansangan, 73, noted, 'We can smell it coming.' The store began stocking its shelves on July 31, and it was already packed with shoppers.
Manila real estate agent Kathlene Santidad, 33, was among the early shoppers, hunting for tinsel and baubles for her own tree with a 10,000-peso ($160) budget. She explained that she shops early to avoid crowds and take her time selecting specific items. The Christmas countdown provides a sense of continuity and stability, according to sociologist Mark Godwin Villareal from the University of Santo Tomas.
The 'ber months' have a distinct rhythm. September is dedicated to decorating, while October is for saving money for gifts and food for reunions. The extended season drives foot traffic and sales for the country's giant shopping malls, many of which have already begun setting up Christmas ornaments. Christian Mathay, senior assistant vice president for SM Supermalls, noted that starting early allows shoppers more time to enjoy the experience.
In Pampanga province, north of Manila, manufacturers of star-shaped holiday lanterns known as 'parol' remain enthusiastic despite recent flooding. Angelica David, a fifth-generation lantern-maker, highlighted the resilience of the community, stating, 'We all need to recover from the floods. After that, people should start buying lanterns.' The decorations will only come down on January 6, the day marking the arrival of the three magi.
School superintendent Ricky Angeles, on a Christmas shopping trip to Manila, prefers to leave his lantern hanging all year round in a window of his home in Cabanatuan, along with blinking strings of lights in his garden. He believes a lengthy display period justifies the cost. This tradition underscores the importance of Christmas in Filipino culture, symbolizing belonging, faith, hope, and joy.
