This morning I began thinking about this meditation while sitting in my garden and enjoying the welcome winter sunshine. The sunshine seems a little incongruous as today is Black Friday. That name sounds ominous, redolent of dark clouds and threatening storms. In fact it is just another excuse for shops and certain websites to pedal their wares in front of us. And not only shops: some theatre ticket sites and even the Festival Hall are offering juicy discounts today.
The phrase ‘Black Friday’ is a misnomer in another way: in some shops and on some sites Black Friday is actually extended to several days or even a week. This is sometimes referred to as Cyber Monday or Cyber Week. It reminds me of those sinister ‘Doctor Who’ monsters called the Cybermen and conjures up an image of them parading up and down High Streets and shopping malls forcing people to buy things they don’t want or really need. Just like the shops and trading outlets themselves.
The Black Friday sales began in the U.S.A. and take place on the day after Thanksgiving there. The custom (or rather marketing ploy) only began in this country about 8 years ago in the shops though it started a few years earlier online. I am not sure if Black Friday has super-ceded our traditional Boxing Day Sales in revenue yet or the January Sales that follow or the Summer ones. Along with special discounts in shops and on websites through the year I wonder if anyone pays full price for anything these days, unless they want to be among the first to buy a new edition of a computer game or console.
When I was a boy (and yes I was once) on one of our annual family trips to London we visited the famous Petticoat Lane Market, near Spitalfields in the East End. It is still there I believe. My grandmother loved street markets so we had to visit. One of the attractions was a man who had a cheap crockery stall. He had been running it since the 1930s and was a market celebrity. He wore a Lord Mayor’s hat and sometimes a Mayoral cloak to gain attention. His way of attracting a crowd was to slowly ascend a wooden stepladder with a very large tray filled with crockery precariously balanced in one hand. Then he would shout ‘Gather round, gather round – this tray of fine bone china for 2 quid!’ or whatever. Sometimes, as a crowd would gather, he would pretend to slip on the ladder or drop the tray. He never did of course. I was fascinated by his performance. It was much more cheerful that ‘Eastenders’ as I remember it. He would have been an interesting character in the series, had it been running on the TV then.
Just like this market trader of old in his cocked hat, the media are shouting at us, to get our attention. They are shouting at us digitally to “Buy, Buy, Buy – on Black Friday.’ They are offering us huge reductions and hopefully something for next to nothing.
It is in our nature of course to look for a bargain, which is what the sales appeal to. Prices are all relative anyway and fluid. Some stores are quite canny in increasing their prices before the sale so that what appears to be a bargain, is hardly one at all. Part of our desire to buy things may come from comfort or boredom or, at its worst, addiction. There is also the sense of novelty or curiosity. I have bought some my DVDs and classical CDs as much to see or hear what they are like as to really want to play them over and over again. Buying something new can cheer us up for a while too and it can be a talking point with friends.
There are those of us who will wait for the sales to purchase a large item, like a fridge or a washing machine or furniture. Some might use Black Friday as a way of making their finances go further in buying Christmas gifts, especially this year when many may be in straitened circumstances because of the current bleak economic climate.
Nevertheless the Sales, especially Black Friday, give rise to rampant consumerism and aggressive purchasing – sometimes literally with fights in the shopping aisles! It is as if people are grabbing at happiness. And they may even literally push others aside to obtain it! Have we ever asked asked ourselves if we really need that purchase? Or, more philosophically, what do we really need. Perhaps exploring those questions might stop us in our tracks before dashing to the stores, or make our finger hover over the keyboard before clicking ‘buy now’ on a website.
A friend of mine, Andrew, is chaplain at my old Oxford college, Pembroke. For a while he would take a friend of his in his car for his regular cancer checkups. This was an Orthodox bishop, Kallistos Ware, who was also a Fellow of the college for many years. He sadly passed away earlier this year. On one of these visits, Andrew was being enthusiastic about his new car, which they were driving in. He said something like ‘I love my new car.’ Kallistos replied to him, ‘You can’t really love a car. You can’t really love things. You can only really love people.’
We must also remember that for many, many people, for example the hungry, the homeless, those living in poverty and destitution and those living in war zones, every day is a black Friday.
Ave atque Vale – until the next blog.
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Many thanks
Neilus Aurelius