“It may appear that malls have a huge influence on the extended celebration of Christmas in the Philippines. It makes sense that these retail outlets would capitalize on the practice to generate increased demand for toys and other gift items that we often buy during the Yuletide season,” Ed Timbungco, corporate communications consultant and PR professor at De La Salle–College of St. Benilde explains. “But it’s more than just a marketing stunt. Filipinos supported the extended observance of Christmas because we are really suckers for anything that will allow us to celebrate and spend more time with our loved ones.”