As the economic impact involving the anticipatory lead-up to Christmas Day grew in America and Europe into the 19th and 20th centuries, the term "Christmas season" began to become synonymous instead with the liturgical Christian Advent season, the period observed in Western Christianity from the fourth Sunday before Christmas Day until Christmas Eve. In Western Christianity, the Christmas season is synonymous with Christmastide, which runs from December 25 (Christmas Day) to January 5 ( Twelfth Night or Epiphany Eve), popularly known as the 12 Days of Christmas, or in the Catholic Church, until the Baptism of the Lord, a Christmas season which can last for more or fewer than twelve days. Christmas window displays and Christmas tree lighting ceremonies when trees decorated with ornaments and light bulbs are illuminated are traditions in many areas. It also is associated with a period of shopping which comprises a peak season for the retail sector (the "Christmas (or holiday) shopping season") and a period of sales at the end of the season (the "January sales"). It is defined as incorporating at least Christmas Day, New Year's Day, and sometimes various other holidays and festivals. 4.1 Merry Christmas and Happy Christmas.
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2.4 Commercialisation and broadened scope.