The Santa Claus figure, the Christmas tree and decorations that are associated with this Christian holiday have been adopted by liberal consumers in Turkey, a Muslim country. These Turks envisage Santa Claus, in his trademark red suit, as a gift bearer on the occasion of New Year's Eve. This societal development has consolidated the cultural distance not only between the upper and lower classes but also between the established middle class and the flourishing, new conservative middle class. In protest, the religiously conservative have produced sombre 'alternative gatherings' to remind Turks of their Muslim heritage.