EDITOR’S NOTE: Mr. Riley’s column is running a bit late this week because I, as the editor, did my job of editing. Mr. Riley took exception to my “editing decisions” and threw a bit of a tantrum. He calmed down after he was given his favorite stuffed animal, took a nap and was served hot chocolate with some sugar cookies. He has come around and realized that the editor is always right. Also, the threats of being sent to bed without his dinner, seemed to bring him around. He is now in agreement and back at his computer fixing the mess he presented to me. I still don’t understand why my name is not at the top of this weekly article but that’s how the game is played. I apologize for any inconvenience caused by this delay. Enjoy!
Warning, warning! While all of you are sitting around sipping your pumpkin spiced lattes and sneaking candy out of the large bag you have set aside to hand out to the trick and treaters, (Yea, I said it and you know it’s true), there is a plague that is sneaking up on all of us and you haven’t even noticed, Christmas advertising.
This invasion begins slowly, when there is a sudden rise in fragrance commercials just around Labor Day. You know which ones I’m talking about. Some beautiful celebrity walking in slow motion while a popular tune plays in the background. There’s no dialogue until the announcer chimes in at the end. The camera focuses on a shot of the product, and the announcer says the name of the fragrance. No mention of Christmas or the holidays, just a subtle hint that this might be the very expensive gift your loved one wants…soon.
Next are the Black Friday ads even though the real Black Friday is three months away. Black Friday used to be the day after Thanksgiving where retailers push big sales to draw buyers into their stores. The reason it is called “Black Friday” is because that is the day that retailers can move into the black and out of the red, since the biggest chunk of their revenue is from Christmas shopping.
What used to be a one day a year “event” became an every weekend advertising device. I have seen Black Friday sales in July. It has diluted the real meaning of the real Black Friday. Next thing you know, they’ll be using holidays like Martin Luther King Day and President’s Day to sell mattresses. I have just been informed that this has been going on for years. Is nothing sacred?
While you’re still looking for last year’s Halloween decorations and starting to sneak snacks from that second bag of Halloween candy your wife hid in the closet, retailers are turning up the Christmas shopping messages little by little. Suddenly ads are showing people in sweaters and scarfs. There are lights on the trees and bushes and a few snowflakes are falling. A step up in the pressure but still subtle.
About a week before Halloween, the flood gates open. There are commercials of kids opening gifts under the tree, expensive cars with large bows on them and even John Travolta dancing down a Philadelphia street, recreating his role from “Saturday Night Fever,” dressed as Santa Claus, pushing a credit card. When you glance at the calendar, you notice it’s only October 22nd and you still haven’t put up your Halloween decorations. Still haven’t found them, did ya?
This is the beginning of a two and a half month blitz of everything Christmas. Day and night, on every channel, radio station, social media site and billboard. It all comes to a sudden end on December 26th. There may be a few stray Christmas ads that were mis-scheduled but the ads all change to after Christmas sales. If you’re like me, you’ll have sudden abandonment issues. After months of being beaten over the head with Christmas ads, they’re suddenly gone, which means the end of the season. Now all we have to look forward to is three months of a very cold, gray, icy winter. Well, not for me. I live in Southern California and most of our winters are like the rest of the country’s nicest summer days…maybe I should shut up right about now.
Let me make one thing clear, I am not a Grinch. I love the holidays as much as the next guy. I drive around with my wife and soak in all the colorful and beautiful decorations. I love Christmas music and cherish the opportunity to get together with family to celebrate the season. Just not before the Bears are eliminated from the NFL Playoffs, and that’s also happening earlier and earlier each year.
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