Christmas, the most beautiful time of the year, is a holiday I associate closely with my father, largely because he passed away just days before. A Greek immigrant, restaurant owner, and cook, he had a huge heart and a fierce work ethic — working six, even seven days a week to provide for our family.

Christmas Eve was no exception. That’s why he’d enlist my twin sister and me for a trip to the shopping mall to purchase an elegantly wrapped Chanel No. 5 gift set, the kind with fancy perfume and silky white powder. If he had to work late, at least there’d be a little something for Mom under the tree, he surmised.

Raised Greek Orthodox, my sisters and I were taught the true meaning of Christmas early on. Kala Hristougenna — the Hellenic equivalent to Merry Christmas — translates to “Good Nativity.”

Our parents imparted to us from a young age that Jesus was no ordinary child. We venerated the icon of the Nativity at church and memorized the lyrics to “The Little Drummer Boy,” which spun on our vintage record player: “I have no gift to bring, pa rum pum pum pum. That’s fit to give our King, pa rum pum pum pum …”

That’s not to say, however, that we were not excited to open presents like most kids. Still, our parents held gift-giving in perspective.

They did not indulge us with lavish goodies or wish lists. Instead, exchanging presents, we were told, was symbolic — a gesture to commemorate meaningful offerings of gold, frankincense, and myrrh bestowed to the newborn king by the Magi, who were directed by a star and traveled great distances to meet God incarnate.

Related: Putting Merry Christmas into the Season Again

It was later in adulthood, though, that I began to realize the full meaning of my faith. For Eastern Orthodox Christians, the Christmas season, like Easter, is a protracted 40-day period marked by prayer, fasting, and giving alms. Beginning before Thanksgiving, the long period leading up to Christmas Day is a period to prepare ourselves, in part through self-denial, in anticipation of the glorious Nativity of Christ.

In “The Winter Pascha,” renowned Orthodox theologian Fr. Thomas Hopko (of blessed memory) reflects on the meaning of Christ’s birth: “Jesus Christ, the Son, Word and Image of God, is physically and spiritually formed in the body of Mary so that He might be formed in us as well. This is the meaning of Christmas, which is the meaning of life itself: Christ in us, and we in Christ, God with us and we with God.”

“There is something wrong when people line up by the thousands only to trample over grandmothers to save $5 on a toaster oven.”

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As we approach the Nativity of Christ, many, it seems, are turning toward a deeper meaning of Christmas and away from materialism, despite the relentless push by retailers for us to buy the latest Xbox, iPhone — or even Nordstrom’s leather-wrapped pet rock for that special someone who already has everything.

Steve Noga is an office administrator at AMS Coating Systems Inc., a family-owned business in Hutchinson, Minnesota. He and his wife Rachael are not exchanging gifts with each other this holiday season. “As a couple, we have decided to take time on our Christmas holiday to give to those who can give nothing back,” said Noga. The couple will spend the holidays volunteering at soup kitchens, food shelves, and various shelters.

Related: Remembering Charity This Holiday Season

“We want others to see that Christ was very much focused on the hearts of the people and had a special place for those who could not care for themselves. It is our opportunity as Christians to love those who most need to experience Christ.”

Turning the tables on consumerism at Christmas is nothing new for Sophia Antoine and her family. Since 2010, when her husband was diagnosed with a medical condition, the Antoines, who live in Fort Lauderdale, Florida, have not taken part in Black Friday, Cyber Monday or Green Monday. Instead, they enjoy each other’s company, read the Bible, and recount Christ’s sacrifice in order to honor Him.

“We give our children all they need and some of what they want all year long,” said Antoine, a certified coach and consultant. “Our goal is to teach them that this season isn’t about gift-giving or material things. We want them to cherish memories of getting together with family and sharing moments that material things cannot replace.”

Others, meanwhile, are finding creative ways to honor the essence of Christmas while rejecting consumerism.

“I bake cookies and make candy to give as gifts,” said Holly Wolf, a Lutheran from Fleetwood, Pennsylvania, who celebrates Christmas with her husband and their aging parents, including her 91-year-old father, and other elderly folks.

“We want others to see that Christ was very much focused on the hearts of the people.”

In addition to hosting Christmas dinner, which — this year — includes macaroni and cheese, Wolf prepares several small servings to send home as gifts. “Each guest will get two portions that are frozen and ready to heat up when they choose,” she said.

“Consumerism at Christmas has gotten absolutely out of control,” said Dan Nainan, who describes himself as a “clean comedian.” With more than 1 million views on Youtube, Nainan donates proceeds from the sales of his CDs and DVDs to charity.

Nainan said he and his family, including his parents and sister, put an end to buying gifts years ago and concentrate instead on being together and spending time with members of their extended family.

“There is something wrong when people line up by the thousands only to trample over grandmothers to save $5 on a toaster oven. This is not what Christmas is about,” he added.

Agreed.

Elizabeth M. Economou writes on higher education, health, faith and real estate. She is a former adjunct professor and staff business writer at CNBC.