Dennie Quill, ContributorA BRITISH Broadcasting Corporation (BBC reporter has been complaining that Easter eggs had appeared in shops in Britain in the last few days. It does not matter that Easter will be celebrated in March, stores surely know how to jump-start every holiday.
Frankly, I am not surprised. Marketers and other commercial interests will not allow us poor consumers any respite. We had not wiped the Christmas dust off our feet before Cupid made his appearance reminding us that Valentine's Day is almost here.
Yes, and we are compelled to buy cards, tons of chocolate and gallons of perfume to show how much we care for each other. Wily advertisers know how to tap into the nag potential of women by feeding into the commercial culture that says, 'by your gifts we will know how much you care'.
BOMBARDED WITH ADS
Truth is, excessive holiday advertising and marketing are taking away the joy and meaning from many of these special occasions. Many of my friends agree that a kind of greed fest has come about in the last 20 years or so.
Every year, Christmas headlines tell us about the amount of mega bucks in circulation. With the advent of credit cards, people of every stripe are brandishing cards with a swipe and a signature.
It is not unusual for people to lament that they had 'maxed out' their cards, meaning they had taken it to the higher heights of spending.
But that's not enough. We are bombarded with ads throughout the year. So after Valentine's the purveyors of goods and services put a whole new spin on Easter, supposedly one of the holiest holidays on the calendar.
Mother's Day is in May as well as Labour Day, then Father's Day comes along in June. Then, there is Emancipation Day followed soon after by Independence and then there is National Heroes Day in October and some do celebrate Halloween.
Then, there is American Thanksgiving and we are back to Christmas and New Year's to start another cycle.
NEW COMMUNITY CENTRES
Shopping centres have become the community centres of the 21st century and they have been built to attract everyone from the baby to his grandmother. These sprawling structures have everything to ensure greater shopping pleasure; some include movie theatres and restaurants.
Americans place great store on consumer spending, for that's what the economy is built on. If consumer spending slows so does the economy.
But those of us who lack the consumption gene need only spend a Thanksgiving holiday in America and you will understand the meaning of mad mall mayhem when shoppers beat the rooster to the mall.
What would possess me to roll out of bed to get to any store at 6:00 a.m? But scores of people do just that because the merchants beckon them with heavy discounts and sales gimmicks.
People brag about deals on items they didn't even know they needed until they saw the 50 per cent discount.
START A MOVEMENT
I think for 2005 I am going to start a movement to show marketers a thing or two. Since children are the leaders in persuasion I am going to start there. I am going to encourage all the kids I know to return to the simple days when we made our own toys from discarded boxes, bottles and whatever.
When was the last time you saw a child making a kite? No more X-box and Playstation? Something tells me that's a crazy notion.
Dennie Quill is a veteran journalist who may be reached at denniequill@hotmail.com
