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On Saturday I had my first full-on shopping excursion in months. Like many of you, money is tight and I’m trying to pay down some debt, so shopping trips in the past year have been “just the essentials.” So it was an unusual foray into the consumer world.
We hear constantly about the ailing economy, and for good reason, but on a Saturday before Thanksgiving, it seemed that the shopping was pretty brisk. The New River Valley’s shopping mecca—where Pepper’s Ferry Road and 460 meet in Christiansburg and about a mile in each direction from that intersection—was packed with shoppers and mostly full parking lots. With a backdrop of Roanoke’s Q99 FM playing 24-hour holiday music, there was no doubt that the hustle and bustle of the holiday season is upon us. Yes, it seems the holidays come earlier each year. Yes, I was disturbed to walk into Target on Halloween to see the store being transformed for Christmas. And while this mad rush to consumerism is part of my concern here, my bigger concern is how each of us handles this marketing blitz being thrown at us. In fact, I’ll use part of said marketing blitz as an example—this one by JCPenney. I saw a commercial for the company in which the mom tries in vain to pull family members away from their own corners of the house where they are busily playing video games, engrossed in a laptop computer or otherwise plugged in. So Mom goes downstairs and flips the breaker, and thus brings the house to darkness. As the family lights candles and spends time together for an “old-fashioned Christmas,” the ad tries, in its sappy way, to show togetherness and the importance of the intangibles that the holidays bring. Of course, the family also proceeds to open gifts, ostensibly purchased at JCPenney’s, by candlelight. The commercial had its flaws, but I liked its core message, which is that it’s good to take some time during this season for us to be together—really together, not just under the same roof. “Give what matters,” the commercial reads at the end. But I say what matters isn’t necessarily bought at JCPenney. I once heard someone lamenting about how ridiculous the term “quality time” is in reference to spending time with loved ones, suggesting that any time together is valuable. But don’t we all spend lots of time with loved ones in which we might as well not even be together? Dad is watching football in the living room. Mom is reading in the master suite. Junior is playing a video game in his room. Even the dog is apart from the family—sleeping near the French doors in the dining room. Not sure that can count as quality time together. Money is tight, and the global economy just might even hit the North Pole this year. Instead of feeling guilty about little Susie not getting that walking, talking, pooping doll or little Bobby not getting yet another video game player, why not commit to quality time? What are little Bobby and Susie going to remember when they are in their 30s or 40s, the fact that they didn’t get some present they wanted in 2008 or the family board game challenge on an evening at home? Will Susie remember how desperately she wanted that doll or will she remember spending an afternoon baking and decorating holiday cookies with Mom? Will Bobby remember he didn’t get that portable video game player or will he remember his Dad explaining the difference between zone and man coverage as they watch a football game together? Surely what will mean more—what will be remembered far longer—is gathering around the piano and singing Christmas songs as a family, the neighborhood snowball fight, and the Christmas Eve holiday potluck with the extended family? No doubt, we’re in for six of the most hectic weeks of the year. And that’s why we must all make a conscious effort to take some time for our families and to take time for ourselves. Make a commitment to avoid the laptop for a day or to put your Blackberry away for a couple of nights around the holidays. This is the season for giving … so let’s try giving a bit more of ourselves.
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Shoppers: Just wait until the days right after Christmas. Return lines will be very long; very few will be seeking exchanges. 'Cashing-in' will prevail.