Seasonal dinner décor. Christmas presents wrapped in red paper. Festive cards in colorful envelopes. Sales and special deals on the radio. As the holidays approach us, the annual advertisements and holiday messages for Christmas gifts are making their appearances. However, these holidays should not be marketed as normal.  

With COVID-19 cases on the rise, people are having to make accommodations. In El Paso, there is a surge of cases that has many residents on edge, and students have yet to return to school. To keep the holidays as safe as possible, the CDC advises against large gatherings and encourages smaller gatherings in which the location and behavior of attendees must be taken in consideration.  

If holiday messages are marketed as normal, this may give people a false sense of security. It may seem like indirect reassurance that it is OK for people to celebrate without taking into consideration where their guests have been or who they have been in contact with. It is especially important now with colder temperatures settling in and the surge of COVID-19 cases hitting El Paso to protect our loved ones and community.  

There is no denying this pandemic has been stressful and isolating. Understandably, many people are eager to see their family and friends in the upcoming weeks. Many people also do not want to miss out on celebrating the holidays. Holiday messages marketed as usual may bring comfort and remind people of simpler times. Often, people turn to entertainment to cope with the realities of the pandemic and in turn, do not want to see holiday messages that only further remind them of what they need a break from remembering.  

Despite this, we must recognize the obstacles of the COVID-19 pandemic so we may better navigate them rather than ignoring them. There are still ways to spread holiday cheer. For example, this is a great opportunity for companies to tailor holiday cards and messages to these extraordinary times. Bringing comedic relief to crack a smile or two in consumers is just a small step toward adapting the holidays to these circumstances.  

Adapting holiday messages to shed a light on what this pandemic has taught us—the true value of human connection—can make all the difference. Having extra gratitude for the staff at Coronado, our teachers, our friends, and our family may just be what makes the holidays this year so special after all.