September Christmas: How Malls and Jose Mari Chan Shaped PH Holiday Tradition
The Philippines stands alone in the world with its unique four-month Christmas celebration, stretching from September through January. This beloved tradition, now deeply woven into Filipino culture, has fascinating modern origins that experts trace to the rise of shopping malls and the enduring popularity of Jose Mari Chan's Christmas songs.
The Birth of a Tradition
According to cultural anthropologist Dr. Nestor Castro, the Philippines' extended Christmas season began taking shape in the mid-20th century as radio and malls gained prominence across the archipelago. "The Philippines is the only country in the world with an extended Christmas season that begins in September and lasts until early January," Castro explains.
While the Catholic Church traditionally celebrates Christmas from December 25 through the Feast of the Baptism of the Lord in January, Filipino culture has embraced a much longer observance period.
The Jose Mari Chan Phenomenon
"Andiyan 'yung mga musika, mga kanta ni Jose Mari Chan na sinisimulan nang September," Castro notes, referring to how the beloved singer's Christmas classics like "Christmas in Our Hearts" and "A Perfect Christmas" have become September staples.
The phenomenon extends beyond just music. As historian Xiao Chua recalls, the concept of "September Christmas" wasn't prevalent during his childhood in the mid-1990s when malls were fewer. "During our time, noong lumalaki tayo, kakaunti lang 'yung malls. But eventually, dumami 'yung malls," he explains.
Mall Culture's Influence
Shopping centers across the Philippines discovered that September lacked a clear marketing theme. "Wala kang maitema. So, kaya para to encourage people to actually buy already, as early as September," Chua explains. Malls began featuring Christmas displays and playing holiday music well before Halloween to encourage early shopping and avoid the December rush.
These commercial spaces became the new town plazas, serving as community gathering points that herald the start of the Yuletide season. The combination of festive displays and familiar Christmas songs, particularly those by Jose Mari Chan and international artists like Mariah Carey, created a powerful seasonal atmosphere.
Deep Cultural Roots
While modern influences shaped the timing, the extended celebration reflects deeper Filipino values. Castro points to the nation's focus on children and family, embodied in the indigenous term "mag-anak," which centers on the child or young person.
"Isa ay ang pagpapahalaga natin sa mga bata, sa sanggol. Kaya mapapansin natin, mas ang Pasko ay araw ng pagbibigay ng aguinaldo sa mga bata," Castro explains, highlighting how Christmas serves as a special day for giving to children.
Weather and Tradition
The cooler "ber" months (or "brrr" season) also contribute to the extended celebration. This natural seasonal shift provides a perfect backdrop for the Filipino Christmas spirit, combining with the nation's strong Christian faith and emphasis on family togetherness.
Living the Tradition
For families like that of Evangeline Laxamana from Pampanga, the September start to Christmas is simply natural. "Nakalakihan ko kasi yung ganun. So, gusto ko ma-feel din ng mga anak ko yun," she says, explaining how she wants her children to experience the same joy she grew up with.
Her family's Christmas traditions include elaborate potluck celebrations and "white elephant" gift exchanges that bring extended family together for days of celebration.
Regional Variations
Not all Filipino families embrace the early Christmas preparation. Jonnabelle Peñana, a corn farmer from Isabela, prefers December preparations, focusing on simple favorites like spaghetti for the children. Meanwhile, copywriter Brandon Talip from Cavite appreciates the early celebrations for their practical benefits in coordinating adult schedules.
Pre-Colonial Connections
Chua notes that even before Spanish colonization, Filipinos practiced thanksgiving to Bathala for bountiful harvests and community gift-giving. "Ine-enhance nung commercialismo, 'yung ating pagtingin sa Pasko bilang isang mahalagang bagay," he explains, showing how modern commercialism enhanced rather than created these values.
Even Jose Mari Chan's "Christmas in Our Hearts" reflects this community spirit with its opening line about children selling lanterns on the street, emphasizing care for one's brothers and sisters in Christ.
Filipino Resilience and Joy
Castro identifies another factor in the extended celebration: the Filipino tendency toward joy even during difficult times. "Mahilig tayo na magsaya, kahit ang puna sa atin ang mga dayuhan, kahit panahon ng kalungkutan ay masaya tayo," he observes, noting how celebration serves as a coping mechanism during challenging periods.
Modern Evolution
Technology continues to reshape Filipino Christmas traditions. Digital wallets now enable long-distance gift-giving to godchildren, while video calls connect overseas workers with their families during celebrations. Yet core elements like the parol (Christmas lantern), caroling, and family gatherings remain strong.
Preserving the Essence
As traditions evolve, Castro emphasizes the importance of understanding their deeper meaning. "Dapat i-highlight, ano ba 'yung pinaka essence ng lahat ng ito," he says, concerned that younger generations might practice traditions without understanding their significance.
The anthropologist hopes essential elements will endure: spirituality, family closeness, respect for children and elders, and communal dining. These values, he believes, represent the true spirit of Filipino Christmas that transcends commercial influences.
As the Philippines continues to celebrate its unique four-month Christmas season, the blend of modern commercial influences with deep cultural and religious traditions creates a distinctly Filipino approach to the holidays that brings joy to communities across the archipelago from September through January.