American celebrations like Halloween displacing Sinterklaas, retail experts say
Netherlands residents' urge for the holidays is greater than ever, and they’re increasingly embracing American celebrations like Halloween and Christmas, retail experts told AD. Dutch stores have larger and larger Halloween displays and are already playing Christmas carols, to the detriment of Sinterklaas, who seems to be falling by the wayside.
The retail experts attribute the increasing urge to celebrate to the state of the world. Holidays offer a glimmer of joy and cheer amid the darkness of wars, genocide, and climate disasters.
“People are looking for fun things, so stores are jumping on that gap in the market,” retail expert Paul Moers told the newspaper. “That’s why the shelves are already so full right after the summer holidays; stores are cleverly capitalizing on it.”
Right now, it’s Halloween and Christmas, but other international traditions like Oktoberfest and St Patrick’s Day are also becoming increasingly popular in the Netherlands.
The only holiday that doesn’t seem to be benefiting from this eagerness to celebrate is Sinterklaas. The Dutch celebration on December 5 seems to be disappearing into the store’s discount shelves. Candy is still plentiful, but items featuring Sinterklaas and Zwarte Piet are becoming increasingly rare.
According to the retail experts, Sinterklaas has been overtaken by Christmas and Halloween. But the increasing uproar over blackface Zwarte Piet also plays a role. “Retailers and customers are increasingly less interested.”
