Christmas, the gift that just keeps on giving...to the retailers, that is

December 25, as we all know, is Jesus Christ's birthday, a Christian celebration in which the myth of three kings who travelled far and wide to give gifts to the “new born king” inspires the modern Christian tradition of gift giving

- Carl W Jones, senior lecture in media and communication at the University of Westminster.

The Coca Cola truck is synonymous with the festive season. Photo: Mark Renders/Getty Images

(Mark Renders/Getty Images)

Early gifts used to be fruits or nuts, but as this act took on more importance, gifts became larger and less modest, and were placed under a tree.

By 1874, Father Christmas had evolved into a round jolly man wearing red and green fur lined robes and holly on his head.

This early version of Father Christmas was mostly associated with the adult celebration, but during the Victorian times with their new focus on the family, Father Christmas began to be linked to the idea of giving gifts.

Images of Christmas were reproduced in popular culture through mass mediums of newspapers; magazines and theatre.

These images visually defined Christmas and how it should be celebrated.

By the 20th century, mass advertising became commonplace.