My first question is why you would question something that brings joy to everyone in the world. With all the hate that goes around you have to question the one holiday that people seem to like the most. I know alot of people whose religon is different than most but they celebrate Christmas like the rest of us. I would answer you're question like this:
Some people do not celebrate the birth of Christ b/c they aren't all Catholic people that Celebrate it. But you should also know that most Churches hold mass especially for Christmas, so that would also point to Santa being a Marketing gimick. Coca-Cola maybe a contributor but from I learned Santa has been a tradition for a very long time.
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