I saw a disturbing video of people jostling, and fighting over a stack of TV’s in the center isle of a big box store. As a marketing professional, I appreciate a consumer’s desire to get a ‘good deal.’ However, on a human level, I find the behavior disturbing.
This kind of behavior is a sad commentary on our need for conspicuous consumption, irrespective of the bodies we may have to tread over to get there. It is also a sad commentary on corporate need for profits.
The irony? Most of the people who battle the crowds can least afford to do so. Buy more ‘stuff’ that they don’t need, with money the don’t have. Got to love credit cards. Got to love America!
Somehow, this retail mayhem, dilutes the purpose of this holiday — to spend time with family and share our gratitude with others. For some, as long as they can upgrade to a bigger TV, it will be all worthwhile.
Gratitude will just have to take a backseat to the new toy hanging on the wall.
About Hemant Rustogi
Black Friday is scary. It pulls at the worst in us and exploits as many weaknesses as possible. It doesn’t have to be scary. It’s not guaranteed to be successful at drawing out the worst in people. We as a society just allow it to.