While holiday shopping is a tradition for many Americans, our awareness of the causes associated with seasonal spending, seems to impact how we shop. Sites like the NewAmericanDream.com have created a Conscious Consumer Marketplace that suggests fair trade and environmentally friendly gifts. “The environment is increasingly on consumers' radar screens," according to the 22nd Annual Holiday Survey of retail spending and trends, commissioned by Deloitte. The survey reports that almost one in five consumers (18 percent) will purchase more “eco-friendly” products this holiday season than in the past.” (http://www.csrwire.com/News/10168.html)

How does this consumer adherence to socially and environmentally responsible gift giving relate to corporate social responsibility during the holidays?

Well, it seems that companies are also aware of where to spend their Christmas budgets. The UK based "Crisis Christmas Card Challenge" allows participants to sign up as part of their Corporate Social Responsibility program or by donating their Christmas card budget. Money raised will go toward helping impact programs for homeless men and women and spare the environment the resources typically required to print and ship these cards. In exchange, the company is able to convey season’s greetings to their contacts with a space in a national advertising campaign. (http://www.crisis.org.uk/page.builder/ccc.html)

The Financial Times will print a public acknowledgement of the gifts and will attempt to reach a global audience of 1.5 million. Past participants include Alfred McAlpine, Bank of America, Fidelity International, State Street and PriceWaterhouseCoopers.

While Corporations have the money, one could argue that more and more consumers are dictating how it is spent. Sure, "free" advertisement about a company's large charitable contributions during the holidays isn't without some self-serving implications. But with Crisis' goal of raising over £1 million this season for charity, one can hardly argue that printing and sending hundreds of thousands of Christmas cards is a better alternative.