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Reform Magazine | December 3, 2024

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Do stay for tea and coffee: ‘It’s language and ingredients are shrunk and packaged in a bit of cardboard’ - Reform Magazine

Do stay for tea and coffee: ‘It’s language and ingredients are shrunk and packaged in a bit of cardboard’

Seven years ago I wrote a festive history book, Hark! The biography of Christmas. But festive celebrations have moved on in seven years. What traditions have evolved since? Here are 12 (the Christmassiest number) surprisingly modern customs that feel rather ‘now’.

1. Christmas TV advert adverts
Festive commercials are nothing new. But now we have ads for the ads. John Lewis’s offering is trailed on billboards. There’s a release date. You head to YouTube to watch it, and what do you sit through first? Ads before the ad. Too many ads (And yes, this is an ad vent.)

2. Extravagant Advent calendars
Chocolate is sooooo late 20th century. Bible verses and pictures were early 20th century and, before that, it was mostly candles or chalk markings. Nowadays, non-chocolate calendars are big business, whether booze, beauty or Lego…

Paul Kerensa is a stand-up comedian and writer. Paulkerensa.com

Image: ©Kate Demyanovska

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This is an extract from an article published in the December 2024/January 2025 edition of Reform

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