Explainer
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Holidays/vacations
Paganism
6 min read

A brief history of Halloween

Our obsession with pumpkins and ghosts reveals a lot about us

Theodore is author of the historical fiction series The Wanderer Chronicles.

pumpkin between lighted candles

As summer withers into autumn, these days you can’t escape the impression that Halloween is taking over.

Like Christmas or Mother’s Day, the run-in to Halloween seems to project further backwards from the actual date of its celebration - 31st October - with each passing year.

I am especially conscious of this as a parent. Weeks before the actual “event”, the kids start coming home from school with all manner of Halloween arts and craft detritus, poems, storybooks and spelling tests (no pun intended). Costumes are dug out for special Halloween dress-up days. The kitchen is covered in pumpkin pulp and paint – which is fine. (I’m less keen on the vampire blood dripping off my eight-year-old’s chin.)

In the supermarkets and department stores, the black and orange decking appears. Cobwebs materialise in the shop windows with a speed and intensity which any arachnid would envy. Movie billboards on passing buses take a turn for the infernal; Netflix algorithms become decidedly witchy. Everywhere you look, your eye is met with devil horns and the baleful glare of demons.

No doubt commercially it’s a great money-spinner. But what does it say about the prevailing currents of our culture?

Our obsession with this holiday - or at least someone’s obsession with this holiday - apparently knows no end. But why?

No doubt commercially it’s a great money-spinner. But can we read anything more into this growing obsession with Halloween? What does it say about the prevailing currents of our culture?

In the British Isles, at least, the tradition of a celebration marking the end of the harvest season finds its origin in the ancient Celtic festival of Samhain (pronounced ‘Sow-in’). The Celts, who populated what is now Ireland, Great Britain, and parts of Northern France, celebrated their new year from sunset on October 31st to sunset on November 1st. (Would that ours were so neatly packaged.)

Samhain marked the end of harvest and the start of winter, a time when the days grew shorter and colder. It was viewed as the transition from the light, fertile half of the year to the dark, barren half. But more than this, Samhain was believed to be a time when the boundary between the physical world and the spirit world was thinnest, allowing spirits (both good and bad) to pass through. Thus, it was a time for honouring ancestors and the dead, who were thought to return to their homes seeking hospitality. This ‘thinning of the veil’ also meant the increased presence of otherworldly beings like faeries (or worse), which could cause harm if not appeased. Offerings of food and drink were left out to ensure peace with them, too.

Some of the ways in which the festival of Samhain were held will be familiar to us today: large communal bonfires were lit (long before Guy Fawkes appeared on the scene); feasts were held in honour of ancestors; fortune-telling and divination were considered especially effective at this time; some traditions involved donning disguises and costumes in order to ward off and confuse harmful spirits; small food offerings were left out to placate wandering spirits. Livestock were often slaughtered ahead of the coming winter.

With the slow but inexorable conversion and Christianisation of the peoples of Britain from the late Roman period of the third and fourth centuries on into the early medieval period, this pagan festival marking the transition in the year from light to darkness evolved. Like many aspects of a pre-existing pagan culture, the festival of Samhain, under the influence of the Christian faith, was not expunged but rather, in the church’s eyes anyway, redeemed. In other words, the paganism of the British Isles was not so much swept away as swallowed up, and then re-constituted into something more overtly Christian, but with pre-existing cultural undertones still there.

So, Samhain became All Hallows’ Day or All Saints’ Day, celebrated on November 1st, which honours all the saints, both known and unknown, who have attained heaven. The first recorded evidence of its celebration in the West was in Rome in the early seventh century. By the mid-eighth century, it had spread to most of the Western Christian tradition. It provided a kind of catch-all celebration for the sainted dead, marked by special readings and prayers, and often the lighting of candles at gravesites or in churches, honouring deceased loved ones and saints. In terms of teaching, All Hallows’ Day emphasises the Christian belief in the communion of saints – the spiritual union of the living and the dead in Christ. You can see, perhaps, the same “thinness” of the veil between their otherwise separate worlds marked there.

G.K. Chesterton used to argue that, paradoxically, the most pagan thing still in the world is the Christian church. He understood that in the West at least, all of paganism - the awe and mystery which pagans once held towards the natural world - has been rolled up and retained in the traditions and rituals of the church. The festival of Halloween, for a long time anyway, seemed a particularly obvious case in point.

However, there is no doubt that in more recent decades, with the general waning of Christian faith and advance of secularism - at least in our outward expressions of culture, if not necessarily the inner convictions of our hearts – the surface veneer of Christian faith has rather sloughed off this festival of Halloween. And what we are left with is something more overtly pagan, and certainly more sinister.

Could it be the apparently ceaseless proliferation of this ancient festival has something altogether more chilling to say about our culture?

In his book Heretics, Chesterton had already envisaged what we are now seeing in our culture a hundred years after he wrote it. He wasn’t too worried. “If we revive and pursue the pagan ideal of a simple and rational self-completion, we shall end where Paganism ended. I do not mean that we shall end in destruction. I mean that we shall end in Christianity." In other words, if society returns to pagan ideals, he was sure it will eventually lead back to Christianity because of the deep moral discoveries and spiritual truths that Christianity offers.

On the other hand, I am not so sure. Historically, what has once been a pagan culture that is rolled up into a Christian one does not revert to that same naïve, even “innocent” form of paganism when Christianity is discarded later on. Rather, the spiritual mood becomes post-Christian. Even Anti-Christian, re-creating a form of paganism as appropriated and adapted by the spirit of anti-Christ. That seems closer to the mark, especially when you notice the number of inverted crosses appearing on the doors of the more enthusiastic Halloween celebrants on the street.

So could it be the apparently ceaseless proliferation of this ancient festival has something altogether more chilling to say about our culture? In Jesus’ own words: “And this is the judgement of the world: the light has come into the world, and people loved the darkness rather than the light because their works were evil.”

Even if this might be nearer to the truth, the claim of Christ has always been one of hope: where there is death and darkness, so must follow resurrection and light. And at this time of year, it is perhaps to our profit to remember one of the most beautiful passages about light and darkness ever penned: “In him was life, and that life was the light of all mankind. The light shines in the darkness, and the darkness has not overcome it.”

Worth remembering, too, however scary we make our pumpkin, we are still moved to fill it with light.

So, let’s not be too gloomy.

After all, Christmas is coming.

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Re-enchanting
Weirdness
4 min read

The age of re-enchantment and how brands will exploit it

One of the world's largest advertising agencies has released a report on 're-enchantment', Daniel Kim predicts a not-too-distant future when brands will exploit and commodify spiritual hunger.

Daniel is an advertising strategist turned vicar-in-training.

The Age of Re-Enchantment

Last month, Wunderman Thompson published a new insight report called The age of re-enchantment. I was giddy to get into it, not least because Seen & Unseen has a podcast called 'Re-Enchanting' (which you should listen to by the way). 

For the uninitiated, Wunderman Thompson is a 20,000 person-strong global advertising agency who literally invented the term ‘marketing’ back in 1961. With clients like Heinz Ketchup, Burger King, Bose, HSBC, KitKat and countless other ubiquitous brands, they are a culture-shaping juggernaut. They’re no joke. 

Like all Wunderman reports, The age of re-enchantment is meticulously researched, beautifully presented, and written with finesse, coining terms left, right and centre like 'joy-deficit' and 'sensory techtopias'. It had me nodding along from the get-go.  

'Re-enchantment is fulfilling a craving for feelings of wonder and awe, an appetite for joy and fun, and an openness to thrills and adventures'.

Yes.  

The top two emotions that people want more of in their lives are ‘joy’ and ‘hope’.

Yes, yes! 

'We live in a rational, explained world, and one in which we are harried and anxious, with little time to pause and pursue these sensations'. 

Yes, yes, yes! 

But then, as I read on, my warm glee turned into abject horror.  

In the introduction of the report, Marie Stafford, the Global Director of Wunderman Thompson wrote:  

'It’s time to remake the world through the lens of re-enchantment, where the new brand metrics are jaw drops, heart swells, and goosebumps. Brands can help people transcend tough times and jolt them from long-standing malaise by celebrating the thrilling and uplifting, the awe-inspiring, and the magical' 

In other words, the market has recognised this profound existential hunger in culture at large, and will now try and extract capital value from you.  

A couple months ago, I wrote a piece on the dangers of selling spirituality and wellness, and how it had become a $3.7 trillion dollar industry, warning that 'we can’t let our spiritual hunger be commodified for profit'. Well, get ready folks. Here comes the re-enchanting brands here to do just that. 

The middle bulk of the report parades a line-up of case-studies that have leant into the ‘age of re-enchantment’.  

Some brands, like Levi Strauss, were leaning into themes of mortality and death in the post-pandemic period, such as in the 2023 Campaign, 'Greatest Story Ever Worn: Legends never Die'. This ad dramatises the true story of a man who requested all his loved ones to wear Levi’s to his funeral.  

 

The Greatest Story Ever Worn: Legends Never Die, 2023

Levi 501 2023 Campaign

Others were leaning into the desire for transcendence, trying to (legally) replicate spiritual and psychedelic experiences. Of note was a new VR experience called Isness-D developed to deliver a transcendent experience that replicates spiritual and near-death experiences. Apparently, this VR product has similar effects to a medium dose of LSD.  

Product demonstration of Isness-D.

Isness-D Demonstration

The report also recommended that brands tap into the ‘Joyconomy’. Yup, you read that right. That means ‘advocating for moments of joy, play and fun’ because that can be a ‘powerful strategy for brands to uplift and engage customers’. After all, 49 per cent of people say that they would be even more likely to purchase from a brand that brings them a sense of joy. In fact, the CEO of Daybreak, a fitness-and-dance company, even said that one of the core KPIs for her business is ‘tears of joy’. …  

Look, I’m sure they mean well, but quite frankly, I don’t want to be part of a world where tears of joy(!) are considered key performance indicators for brands. Tears of joy are for weddings, reunions, or the end of a national war. Not a market transaction! Similarly, I find something bizarrely distasteful about a mortality-themed brand activation. ‘Yes, embrace your mortality and stare into the void, but don’t forget to buy our 501 Original Levi Denim.’ And I don’t know about you, but if I am going to seek out experiences of profound, spiritual transcendence, I’m sure as hell not going to do it in some VR-fake-LSD-hellscape-nightmare that I overpaid for.  

There’s a profound irony in all of it. There is chunky section in the report about the rise of ‘New Spiritual Rebels’, the ever-growing community of people interested and practicing non-traditional religions like witchcraft and paganism. The report recognises that, wrapped up in this movement, there is a desire to 'break things down and build them up again in paths of inclusive post-capitalist… futures'.  

How are brands meant to respond to that?! “Ah, yes”, nodded the advertiser. “Now, how do we bake that into our new Spring campaign for Airbnb? Maybe an authentic Wicca hut in Salem could be the hero ad?” It’s absurd.  

This is blindingly obvious, but brands will be hopeless at addressing questions of mortality, transcendence, awe, serendipity, hope, joy, and meaning in a chaotic and anxious world. I love brands, but that’s above their pay-grade. Unfortunately, that won’t stop them from trying to commodify 're-enchantment' and extract capital value from it. No thank you.  

The age of re-enchantment is real, and this report does a tremendous job at demonstrating it. But this piece of work is not, and shouldn’t be, for brands. It should be for community and religious leaders, and it should be for you. And so I will end this article in a similar vein to my last one.  

If we are going to embark on this journey of re-enchanting our society with joy, spiritual depth, and existential meaning, we can’t let that hunger be commodified for profit. The re-enchantment of our hearts is too important for that. It is worth more, infinitely more, than 501 Originals.