Is Xmas all it is cracked up to be?

It seems the whole industry is gearing up at the moment for Christmas. Content writers are busy writing content, cashback and reward sites are furiously added merchants and launching Xmas incentives. Voucher code sites are adding vouchers and sorting expiry dates, sending newsletters.
The question that must be asked is, is it all really worth it?
The long nights typing frantically, the long days begging merchants for content, new offers and codes, the weekends working instead of socialising. The arguments with partners and children for not spending enough time with them.
So do affiliates really make their millions at Christmas? Well obviously I do not have access to everyones business or personal accounts. But I can guess the answers;

Yes - For many affiliates such as gift sites, pantomime sites, Xmas sites, code sites etc the answer is yes. With more and more customers using the internet to do their shopping, the answer has to be yes. They see increased traffic and sales with the run up to Christmas.

No - There are affiliates who write about BBQ's, outdoor equipment etc who rely on the opposite shoppers for their sites. People don't buy certain products at Christmas, and therefore some affiliates do not see the increases others do.

January Sales - people tend to purchase larger items such as holidays, bathrooms and furniture and kitchens in the January sales. Tempted by the vast marketing campaigns offering massive discounts, they think they are getting one over on the merchant, and buy buy buy...

Whatever type of affiliate you are, a little bit extra during the run up to Christmas, using good keywords can really boost your sales.