It's A Consumer's Holiday!

It's that time of year again when consumers are being reminded of the 57 shopping days left until Christmas. Christmas translating into bonus time not only for City execs and investors, but also for commercial retailers, who have helped turn this holiday into a nation of frenzy shoppers.

On a recent trip to Marks & Spencer to buy some lunch, one is practically forced to waddle through the Christmas catalogue, which is skillfully placed at each checkout and tillpoint. From tree decorations to intricate cakes to that must have cashmere sweater and new Game Boy, for the next seven weeks consumers are going to be inundated with shopping, shopping, shopping. Every store and every billboard are focused on one thing: for you to spend your money.

Being a self-confessed shopaholic, I have no problem getting out the credit cards. In fact, I have the digits safely secured inside my head; for those one-off internet purchasing moments when your wallet is not within hand's reach. But that still doesn't somehow compare to the pressure to HAVE to buy for the sake of buying, just because it's Christmas. Think, too, of all those horrendous gifts you ever received because of Christmas obligations. I am reminded of a clock I was given shaped like a cactus, or that book you've read twice since highschool, yet politeness spares the purchaser's feelings as after all, it's Christmas. And to give gifts, is to show generosity and love.

The good thing about Christmas, however, is that it pre-announces the sales. High fashion seems to be omitted from most people's Christmas lists and finding your favourite item in the sales is easy if you're quick and on the mark. Still, if giving gifts on the 25th of December is a prerequisite for this peaceful holiday, I would much rather give beautiful clothes. Knowing that family and friends will look great in the New Year seems a more generous gift than purchasing one of those advertised-as-must-have items which get stowed in cupboards and drawers and never again see the light of day.