Holiday season is around the corner —but what should be a “season to be jolly” is one of stress and worry for many American consumers who feel financially burdened by its cost.

There are many whose financial situations do not allow them to prioritize gifts during the holiday season. While a Bankrate analysis quantifies that each American consumer will spend an average of $1,530 during the holidays, times are already financially difficult for 23% of consumers whose budgets will be tightened by the burden of gift shopping, along with 13% who feel obligated to spend more than their comfortable limit during the holiday season. However, societal pressures to uphold the toxic standard of expensive gift-giving forces these individuals to reserve a separate budget for holiday gifts, draining both their bank account and the joy of the season.

Rather than obsessing over materialistic aspects and spending, individuals should trace back to the joyful roots of the holidays and use the time to appreciate and gather with loved ones, whether or not gifts are involved.

Seeing an opportunity for profit, companies have cumulatively geared marketing to “holiday gifts” near the season, deliberately forcing one to associate the holidays with gift-giving. The absence of a present is seen as a lack of appreciation and thus, individuals are pressured to buy gifts for their loved ones, afraid that their love won’t register without them. Consumerism stands at the root of these burdens; people consider materialism as an expression of affection and thus are pressured to splurge on unnecessary items.

The stress is only further exacerbated by the increased glorification of lavish expenditures. In social media posts with captions like “If they wanted to, they would,” individuals excessively flaunt their pricey holiday gifts. In doing so, they imply that high-priced, luxurious gifts carry more love and effort. This pushes people to prioritize monetary value and forget the true purpose of the holidays: to relax, celebrate, and gather with loved ones — all of which can be achieved without reckless investments. Once individuals drop their misconception of what makes a “good” gift, it is clear that inexpensive, handmade presents such as cards, paintings, or crafts can show as much love, if not more, as materialistic splurges.

Though gifts can serve as an expression of gratitude when given with the right intentions, this notion is easily lost among the flurry of materialistic expectations. Whether gratitude is expressed through a thoughtful card to friends, a gingerbread making contest with family, or a simple meal with loved ones, there remains so much value in less materialistic ways to spend the holidays. During this holiday season, individuals must remember that the most valuable, meaningful gift may not be the materialistic ones, but company and creating of cherishable memories with those they hold dear.