I don't know about other countries, but in the nordic countries was it not a day to get present until after 1600 so there may have been a time with less visible capitalism. The presents started as a gift to ppl in need and later became a thing you give to family and friends. That day wasn't even a Christian day at first until we converted. It was called midwinter(no presents, just a celebration). But like the person who responded to you before me said; capitalism has been around a lot longer.