For many - even JW's - it's a brightly lit and colourful time of year when people appear happier & friendlier.
When I was still "in" a number of years ago, a long-time friend who was Catholic said that he wished he was a JW, because he hated the hypocrisy and expense of Christmas - especially the compulsion to buy presents for people at a designated time of year.
Probably billions of non-Christians get involved/profit from the "festive season."