Isn't that why they are played - because there is so few new ones. Music today is like society in general- throw away when done with. Having said that, I think last years hit from (I think) Gabriella Climbie, Warm This Winter will provide her with a nice steady income from airplay.
I've been buying playing Xmas singles since the early 70s and the on I get asked for the most these days is All I Want for Christmas Is You by Mariah Carey.