Christmas, as Charlie Brown has long understood it—and the Grinch, too, ever since his heart grew three sizes that fateful day—isn’t about the presents: It’s about so much more. We’re seeing the evidence in family rooms across America. Consumers of all ages are deciding that happiness on Christmas morning can’t be found in a big box store, and it can’t be wrapped up in pretty paper. Buying and owning more stuff provides no lasting satisfaction—only bigger credit card bills and a shriveled savings account. Americans of all ages are craving what money cannot buy: the rewards of friendship, family, community, and spirituality. Mass consumerism by the masses is dead.