It seems that even holidays are falling victim to mass consumerism. In the United States, large retailers such as Wall-Mart, Target, Best Buy and many others have been competing for the title of most convenient Black Friday retailer, pledging to open earlier and earlier every coming year. Black Friday is a hectic day for many American consumers, as tough economic times incentivise camping outside of stores to obtain cheap goods. This past Thanksgiving, Wall-Mart, Macy’s, JC Penney, Khol’s, and Target are just a few of many retailers that will open on Thanksgiving Day, so consumers can begin their holiday shopping earlier. Each is striving for an extra competitive advantage, but if everyone is doing it, the effects are essentially removed. The stakes are quite evident, as holiday expenditures amount to approximately 40% of annual revenue for big box retailers. Contrastingly, it is slightly disturbing as a member of society to witness the holidays becoming solely about materialistic endeavors and consumption. It appears as though the value of time spent with family and relaxation away from work has been replaced with the value of a reduced price sweater at Macy’s. Good and services will always be a major component of Western society, but I am fearful of the dominating presence of brands in our everyday lives.
Sources:
http://business.time.com/2013/10/14/forget-black-friday-macys-to-open-on-thanksgiving/