Christmas shopping traditionally accounts for between 25 and 40 percent of retail sales, and a lion’s share of annual profits. The day after Thanksgiving marks the beginning of the Christmas shopping season. It’s called Black Friday because it’s when many firms finally get into the black. You’d think that retailers might be just a bit more gracious about naming the holiday that’s putting the tinsel on their trees and the coins in their larder.
The whole idea of gift giving at Christmas comes from acknowledging that God gave His Son as a gift to all people, and expects us to treat each other accordingly. Retailers who refuse to call it Christmas but still want Christmas dollars are betting that Americans will continue to give extravagantly, forever, without the deeper reason. They think that they can remove the heart without harming the patient.
That might work if there’s a spare heart around, but not if the replacement is a lump of coal. How long will Americans give so freely, unmotivated by acknowledging the Greatest Gift of All?
When radio and TV commercials began November pitches with “during the holidays” and ended with “happy holidays,” it sort of made sense. The “holiday season” is Thanksgiving to New Year’s and everything in between, including Hanukkah, and the Reason for the Season on December 25. African-Americans celebrate the recent, secular addition of Kwanzaa, beginning Dec. 26, but they don’t confuse it with Christmas.
The Grinch himself must have smiled when some advertisers began using the singular opener, “This holiday” to push their wares. Everybody knows which “holiday” it is, especially retailers, who pray that people will buy with mad abandon and pull us out of this recession.
In the Chronicles of Narnia series, C.S. Lewis wrote of “the deeper magic” of belief in Christ that transcends the mythic magic of life all around us. The thin gruel of “happy holidays” may not be magical enough to inspire the kind of giving to each other that America will need to get through the current crisis.
Perhaps it’s time to call on the deeper magic: Merry Christmas to one and all!
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