My mother loved to shop. As a child, I was toted to every department store, discount store, outlet store and garage sale within 30 miles of our house. Needless to say, Tyrone Square Mall was our second home. Frankly, some of my earliest memories involve me hiding inside racks of clothing, trying to entertain myself with safety pins while my mother spent countless hours examining every possible outfit and shoe combination.
Now, I don’t begrudge the woman. We hardly ever had any money in those days, so my mom’s excursions were usually just fodder for her wish list. But I don’t mind telling you that as a kid—as a teenager, and even as an adult—I have despised shopping. For me, getting new clothes is right up there with a visit to the gynecologist. About the closest I come to shopping is perusing the wine list at a restaurant or browsing the stacks at my local bookstore. Honestly, sometimes I wonder how my mother and I were ever related.
All of this is to say that I, like so many other people who loathe shopping, am in a quandary this time of year. Put aside my personal opinions about how commerce has stolen anything that was ever sacred about the holidays; put aside how it infuriates me that families with no religious inclination whatsoever will put themselves into a yearlong debt just to keep up with their neighbors.
The truth is, I have long wanted to tell my family that I have donated all of the money I would spend on their presents to some deserving charity. But really, how do you tell a little kid that their gift is the knowledge that some homeless person will sleep in a warm bed tonight?
I know, I know. In that way I have succumbed to all of the marketing and commercial come-ons that saturate our holidays. But, two days after Halloween I visited a Walgreens and found myself face-to-face with a giant, inflatable Rudolph the Red-Nosed Reindeer (itself an entirely commercial character, created to entice Christmas shoppers in the mid-twentieth century). Alas, with so much marketing stacked against us and our wallets, how can we possibly resist?
Undoubtedly the commodification of Christmas (or the “Holidays” if you want to get a piece of everyone’s money) has become an indispensable part of our economy. There are plenty of businesses that would fade into the sunset without their November-December sales figures. And, while I miss the Charlie-Brown-Christmases of my youth, I cannot deny that once the holidays are upon us, the manifest from society is “Go forth and spend.”
So, gentle Gabber reader, that is why this year I am extolling the virtues of the small business.
I mean, really. Why should Macy’s and Penny’s and Best Buy get most of your “good will”? In my opinion, giving all of your hard-earned money away to these holiday profiteers is just one step away from selling your soul. For yourself and for your giftees, I say: You can do better.
Remember the Art District? Yeah, that’s not just a quaint promenade for you to stroll twice a month. These are (tiny, community supported) businesses with way cool items for sale—items that would make a very fine (and interesting) contribution to the extravaganza under your tree. Anyone can walk into Circuit City and get a flat-screen TV or some yuppie HD radio, but c’mon. If you can afford that stuff, chances are your family can as well! Let them get the impersonal, big-ticket items.
Local businesses are what make our communities such fine places to live. They’re what we’re built on. Think about it: Why not make your loved-one happy AND contribute to the local economy? As Martha Stewart—the First Lady of creative gifts—would say: It’s a good thing.
I am not here to endorse any one business over another, or any one district over another. (Though, for that matter, the Grand Central District in St. Pete is the perfect place for you to pick up some enchanted item for that finicky gift-receiver.) All I’m saying is that if you, like me, are crippled by the expectations of the gift-giving season—if the thought of setting foot in a mall makes you break out in hives—there are alternatives.
Personally, I’m still pulling for the real spirit of Christmas. And I’m hoping that this year, my family will not be too outraged by a wee fewer presents under the tree. What I mean to say is that you see, little Susie…your gift this year will be the satisfaction of knowing that Aunt Shelly is spending Christmas under a palm tree in Puerto Rico.
First published in The Gabber Newspaper, 11/27/2007
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