Are we losing the Christmas spirit to social media era?

For many Kenyans, Christmas has always been the happiest time of the year. It is a season that is cherished for its festive music, delicious chapatis, bright new clothes, and joyous family reunions. Memories of the 90s and early 2000s evoke a nostalgic sense of magic—a time when the air was filled with the aroma of pilau and nyama choma as children blew balloons, sang carols, and played freely in their new outfits. Shopping with siblings for new clothes and shoes was a highlight for many, as was the chance to spend days with extended family in shagz.

More and more Kenyans are at the crossroads of tradition and digital transformation. Are we losing the magic of Christmas to relentless scrolls on social media?

Alfred Maina, a journalist, recalls how Christmas used to be an intimate, heartwarming experience. “Back then, Christmas meant being together as a family, cooking and eating together. It felt more real,” he says.

For Maina, the magic lay in the simplicity of shared moments and unfiltered joy. No smartphones were capturing every move—the memories lived in their hearts rather than being broadcast on Instagram. Today, however, things have changed.

Day like any other

“We now compete on social media. People are no longer present in the moment. Instead, they’re posting pictures, creating a false sense of perfection,” he adds.

Meanwhile, for Elias, Christmas magic has never been there, for him, it has always been a normal day just like any other.

The comparison of past Christmases to the present highlights the impact of social media. TikTok videos lamenting the loss of visits to shagz are common, and many evoke feelings of sadness, nostalgia, and even bitterness. Family disagreements, financial struggles, and generational changes have further contributed to the erosion of the Christmas magic.

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Alice Waithira, another journalist, holds a different view. To her, the Christmas spirit is not lost; it has simply evolved with the times. “We may not be able to have big feasts or go to shagz as often due to financial constraints, but we still celebrate in our own ways,” she explains.

For Alice, Christmas dinners have become smaller and more intimate. While many families are unable to afford nyama and chapatis as lavishly as they once did, she believes the magic remains. “The decorations around town, the festive songs playing in supermarkets—those are signs that Christmas is still alive. It’s just that people are doing it differently,” she says.

She acknowledges, however, that social media has amplified a competitive culture. “Not everyone can afford exotic vacations or Instagram-worthy feasts, but some people create false perceptions online, which makes others feel like they’re missing out,” Alice says.

For Alice, the solution lies in embracing one’s reality and celebrating within one’s means.Social media platforms, such as Instagram, TikTok, and Facebook have transformed Christmas from a personal experience to a performative event. Family traditions, once private, are now displayed for all to see.

“I think Christmas is how we make it, we focus so much on posting than being in the moment,” says Laura.

Sociologist Sharon Muyoka explains that the Christmas magic, traditionally driven by family ties and bonding, has been affected by digital culture. “The family unit is the primary socialisation space, where values and norms are transferred. Initially, Christmas was about bonding and making memories. Today, it’s about showcasing what we have and what we’re doing,” she says.

Sense of inadequacy

The sociologist explains the pressure to outdo others during Christmas is driven by various factors, childhood experiences as individuals who lacked certain luxuries as children often feel the need to compensate by creating extravagant celebrations. “Social media fuels a sense of inadequacy for those who cannot afford glamorous holidays and people who tie their self-worth to external validation often struggle with the need to appear “successful” online,” she adds.

Unfortunately, this performative culture has consequences. Mental health issues, such as anxiety, depression, and financial stress arise when individuals go into debt trying to fund lifestyles they cannot afford. The cycle of comparison leads to dissatisfaction and a sense of failure.

Another notable trend is the rise of exotic Christmas vacations. More families are choosing trips to coastal resorts, international destinations, or luxurious retreats over traditional rural gatherings. Social media has amplified this shift, with travel influencers and vloggers showcasing aspirational holiday content. Pinterest boards and TikTok videos offer endless ideas for unique Christmas experiences, inspiring people to seek adventure and relaxation.

While this trend speaks to evolving tastes and exposure, it also signals a shift away from the traditional family-oriented Christmas. The result? Fewer emotional connections and a further disintegration of family bonds.

The perception of Christmas varies dramatically across generations: Older generations increasingly view Christmas as just another day, mourning the loss of traditional family gatherings, as younger generations see the holiday as an opportunity to travel, relax, and create content. GenZs, in particular, are experiencing a complex relationship with nostalgia, often conflating childhood memories with a romanticised view of past celebrations.

This generational divide has further contributed to the evolving perception of Christmas. What was once a collective family experience has become more individualistic, with each person celebrating in their own way.

Social media has also amplified the commercialisation of Christmas. Eye-catching advertisements for holiday travel, discounts on electronics, and glamorous decor ideas dominate online spaces. Influencers play a significant role in shaping Christmas expectations, promoting products, destinations, and lifestyles that many people cannot realistically attain.

The sociologist notes, “The constant exposure to curated, branded content creates unrealistic expectations. It encourages overspending and fuels a competitive culture around Christmas celebrations.” The result? Elevated stress, financial strain, and feelings of inadequacy.

While social media has undoubtedly transformed Christmas, it is still possible to preserve its genuine spirit. Sociologist Muyoka suggests prioritising meaningful family interactions over digital pressures. “Prioritising family time over documenting moments for social media, creating real memories by engaging in interactive activities, such as cooking together, limiting screen time, will help focus on the people around you,” he says.The magic of Christmas lies not in the pictures we post but in the moments we share—the laughter of children, the taste of chapati, and the warmth of being surrounded by loved ones.