Wednesday, March 25, 2009 By Rita Ishkhanian - Ruben Amiragov Advertising Too much importance placed on early Christmas shoping (December 16, 2005) -- Moving reindeer, blowup snowmen and candy canes seem to be part of the landscape of every house. It’s obvious that Christmas has come, bringing in the New Year close behind. But as the year comes to a close, the main dilemma on every person’s mind is to finish their Christmas shopping. With crazed commercials, websites and magazines, everyone is getting into the gift giving sensation. The beginning of the shopping period started right after Thanksgiving, the infamous Black Friday. As stores open bright and early at 5 a.m., consumers waited in the freezing cold for cheap deal. But shoppers sometimes take this a little too far. In Cascade Township, Michigan, a woman was stepped on and physically attacked as the doors opened to a Wal-Mart, resulting in the woman and a 13-year-old girl suffering injuries. Black Friday is known to predict the consuming rates for that season, but this year’s statistics were not as high as usual. According to ShopperTrak’s National Retail Sales Estimate, the major shopping day fell 0.9 percent in comparison to last year’s impressive sales of $22.8 billion. It is understandable that some people enjoy spending their early mornings shopping, but the extent that many take it to is unnecessary. There is no need for someone to get injured or run over just for a discounted sweater. The hot presents this holiday season run across the whole spectrum, from iPod videos to scarves. The essence of the holiday is lost in the sea of popular, off-the-rack products, while your grandma’s hand-knit sweater is tossed to the wayside. Maybe, if consumers realized the thought and quality put into a handmade present, they wouldn’t circle around the mall like vultures scrapping for the last pair of brand-name boots. The shopping malls are always packed with shoppers scampering and searching for something to get that important person in their lives. However, there are also those who want to get their shopping done as soon as possible. The essence of the holidays is lost with the parading consumers who shove and push to get the last brown plush bear. Christmas is a simple notion of giving to others, but the thoughtful holiday is turning into a burden for many. Before, a gift would be a simple home baked cookie, but lately the gift’s worth is more important than the thought put into it.

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