Today I was in the centre of the city, making my way between meetings, when I saw H&M's display windows.
What a discreet oasis of calm in an explosion of tinsel, snowmen, gift sets, advent calendars, giant shouty signs and shop windows trumpeting an awful mishmash of Christmas and Black Friday specials. There were no decorations at all in H&M, inside or out. I think they read the mood and decided to whisper rather than shout.
I love a good sale or discount as much as the next person, but right now there is a cost-of-living crisis, an energy crisis, a war in a a neighbouring country, and the interest rate/policy rate has been increased at least nine times this year, meaning that many people are afraid of losing their homes. Unemployment and bankruptcies are increasing. The world has just come out of a two-year pandemic without recent precedent. The constant buy-buy-buy messages via text/email/newspaper/tv/posters inviting overconsumption seem rather inappropriate.
Sweden does not celebrate Thanksgiving, but for the last month there have been ads trumpeting Black Weeks, pre-Black Week, Black Week, and Black Friday. After Black Friday will be Cyber Monday, Cyber Week, and then pre Christmas sales, Christmas Sales, Twixtmas sales, and New Year's Sales.
When I moved to Sweden there were basically two sale periods. Just after Midsummer, and between Christmas and New Year. There were real bargains to be had if you did your research, and the sales only lasted two weeks or so. Now there is always a sale, always a discount, always a sad little sale rack with items no one has wanted for the last two years. Some stores produce items especially for the sales. I have also noticed many shops put prices up a few weeks before the sales, and then lower them.
Don't get me wrong, I do have a list of things I want to get during the December sales:
- a new mascara, hopefully in a Christmas kit with travel sizes of makeup-remover and eyeliner
- a Kiehls advent calendar when it reaches 50% discount and has a gift with purchase because I am travelling soon and love their smaller-sized products
- Body Shop bath and shower Christmas kits at 50% discount or more
My work always gives gift cards for Christmas so I usually use them to buy something during the sales.
What about your country?
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