To every thing there is a season. And now, it appears, we are in the shopping season
In 2019 BC (before COVID) it would have been customary to rail against the onslaught of commercials and promotions reminding us to find the perfect deal on the perfect gift we could wrap and leave under our perfect Christmas tree. Aglow in holiday lights and awash in consumerism, the holidays were the time of year between November and January when we opened wide our hearts and our pocketbooks as we trampled over each other the Night Before Black Friday and Cyber Monday Eve.
But to a degree the pandemic has changed that. For now.
The commercials remain, as do the online marketing campaigns. But the cynicism has been tempered with weariness.
As of September there were more than 2 million unemployed people in the state. In October in San Diego County more than 100,000 people were without work. Factoring in those who are chronically underemployed or who have had their hours reduced, one wonders just how we are supposed to spend, spend, spend during the most wonderful time of the year?
When money is tight and $100 literally means a choice between paying a utility bill or feeding your daughter, just where are we supposed to find the funds to buy the trinkets and baubles that are supposed to be present on Christmas Day?
At the same time, local business owners — the jewelers, boutique operators, cafe operators and restaurateurs for example — are forced to consider if customers are unable to spend money because they don’t have any or out of fear of contracting or spreading the COVID-19 virus, how are they supposed to stay open? How are they supposed to keep from laying off seniors or students or single parents who need the income?
You can’t spend what you don’t have. But when you do have and it is very little, you have to make it go as far as it can. If $100 will buy more goods at a big box store are you obligated to shop there? What if that same $100 buys fewer items but provides needed income to a local mom and pop shop, do we owe it to our commnity to do what we can with what little we have?
It’s a difficult question with no easy, one-size-fits-all answer.
I look forward to that time again when holiday shopping was a matter of values and principles and not a question of survival.
