I defended Black Friday (albeit in a tongue-in-cheek, pro-environment, pro-local business way) for a couple of reasons. One is that I'm not buying the sanctimonious anti-materialism that crops up in some sectors of the left in response to the holiday. It's liberal reactionary politics, in my opinion, and driven as much by a shuddering distaste for the aesthetics of the day as any genuinely thoughtful point of view. Plus, events like Buy Nothing Day make "materialism" a matter of personal moral worth and actually distract from larger, collective actions regarding our economy and the environment. (I suspect most participants still buy stuff for their friends and family, just on Saturday.) As a moral value, anti-materialism reeks of puritanism, because it brackets off certain pleasures as base and animalistic and therefore suggests we should be better than that. The parallels between leftists scolding me about how I don't know what I reallly want and need in terms of material goods and conservatives scolding me about how I don't really know what I want and need with regards to sex are just too uncomfortable for me. Plus, declaiming the pleasure of having a nifty new toy makes it a matter of individual worth, making it a culture war issue, allowing wingnuts to pretend they're defending the basic right to feel pleasure against nanny state liberals. There's multiple levels of irony there, but it's something to consider before you create more grist for their mill.
Plus, I just really don't like how most liberal commentators I see who address Black Friday sneer at people who try really hard to get the advertised deals, ascribing that behavior to madness and sheeplike conformity. Another possibility that I might offer, though it may burst your bubble, is that it's
a lot of people who struggle to get by. The advertised deals may look like their one shot to get the cool new toy that others may take for granted. If you're not making a lot of money and Wal-Mart is advertising some really cheap game or toy or gadget to get your kid that will make up for a year's worth of not having the cash on hand to take her to the movies or amusement parks, I'm not going to judge you. I feel uneasy with any rhetoric that slides too close to wingnuts foaming at the mouth because they discovered that poor people have color TVs. In fact, the economic desperation of the times being what it is, the increasing frenzy around bargain goods was entirely predictable, as was the growth in at-home alcohol sales after the crash. People do not live on bread alone, and when times are tight, they look for ways to feel entertained and pleased that are more affordable.
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