In the mainland, the small percentage of Chinese citizens who consider themselves Christians unofficially, and usually privately, observe Christmas. Many other individuals celebrate Christmas-like festivities even though they do not consider themselves Christians. Many customs, including sending cards, exchanging gifts, and hanging stockings are very similar to Western celebrations. Commercial Christmas decorations, signs, and other symbolic items have become increasingly prevalent during the month of December in large urban centres of mainland China, reflecting a cultural interest in this Western phenomenon, and, sometimes, retail marketing campaigns as well.