I went on an innocent shopping spree this past weekend with the intention of buying myself something nice in celebration of some personal victories. Little did I know that this particular day of shopping would be, at best, nightmarish. Sure, I enjoyed myself, even bought exactly what I wanted despite an overzealous sales associate. But what bit the day in the ass was something I saw at a major department store. What I saw was so out of place, so inappropriate, so…wrong.

I saw Christmas decorations, in July.

Most of us Americans have surely noticed that as each year passes storefronts display their Christmas fanfare earlier and earlier. Of course other holidays normally take the stage before this happens. I recall last year being mortified when Halloween candy found its way into my supermarket in the beginning of August. If memory serves, most major stores waited until at least September, if not October, to set up their tacky fake Christmas trees and jolly fat-ass Santas. Not this year, oh no.

I’m not anti-Christmas by any means. I have been known to enjoy the season with the proverbial cocktail and candy cane in hand. But that has always been when the weather has reached below 60. As it is, it hasn’t even fallen below 80. So when I walked into the perfume and makeup department to be assaulted with shiny red garland hung around the counters like bunting, I had to do a mental check that I hadn’t blacked out and missed the last three months of my life.

There atop the various counter islands were small green gnome sized trees baring silver globes with red accents. True to advertising standards since the late 90’s, there were no mangers with babies surrounded by farm animals. There were no images of Jesus. But make no mistake, this was a Christmas display.

Once the initial shock wore off and I unclenched my jaw, I let the horror of the scene filter through and I began to question why any national company would okay such a drastic raping of the yearly calendar’s fixed holiday schedule. The answer was clear immediately: People spend more money when the holidays roll around. So, why not make them think that stockings and snow are just around the corner? Perhaps the average American won’t do the simple math in their head and notice the marketing ploy at their feet? Sadly, this is probably true.

The economy sucks right now (and that is putting it mildly). Consumers are spending less because they have less. Unemployment is reaching new highs by the month. Health care doesn’t seem to be making any progress, and gay rights are seemingly becoming fewer and fewer. Yet economists tell us that we have to be good American consumers. We have to spend in order to see change. Spending creates jobs, jobs create income and therefore could lead to things like basic human rights or even the ability to pay your hospital bill when it comes due (and it will). But here is the rub: spending what we don’t have is where we went wrong to begin with.

I guess that is the real reason I’m fuming over this Christmas marketing ploy. It’s a form of mental warfare. It’s a subliminal attempt to trick the lower and middle classes into spending cash and credit they don’t have and shouldn’t be using on frivolous expenses. I, myself, was a little leery of spending any of my money on such things. I pity anyone who falls for this deceitful marketing ploy because it will backfire when it counts the most.

Consider the possibility that a low-earning family sees the covert decorations and falls for the effects. They get into a cheery mood and start noticing all of the little pretties around the store. Money is low, jobs are perilously dangling, but hey, as long as there is money for food, gas and water, surely what meager amount is left over can be used to keep the smiles on everyone’s beaming little faces. Just buy something; it’ll make all your troubles go away. Don’t have the cash? Charge it! It isn’t like you will see it on your statement until the next month.

But what if you get a flat tire? What if a pipe bursts? What if someone gets sick and needs medication? The visit to the doctor alone will drain your account of at least $100, with or without insurance. Americans have been trained to follow the instant-gratification rule. Why wait when you can have it now? It looks like Christmas in the store. So, why not indulge in a little Christmas joy right here, right now?

If one sits and thinks about the state of American consumerism for long enough, it can suck the living magic out of Christmas. Luckily, in the past, that magic has been contained to a small part of the year. That is what made it special. It was what we saved for, waited for, and hoped for. But conglomerates are stealing this magic from us with every day that they force it on us too early. Spend that money now; it won’t be there on Christmas morning. Buy little Johnny or Stacie that new toy and that amazing excitement and anticipation that comes on Christmas morning will be a little less so. The presents will be smaller, fewer.

At the end of the day, putting Christmas half a year early is in a way robbing us of the actual holiday. It’s exploitation of the worst kind. Going out and helping a major corporation’s bottom line might look good as the next round of quarterly earnings hit the market. But if the money is gone when the most important period in the American economy sneaks up on us, how will those numbers reflect the current state of our finances? Using such blatant trickery paints a very nasty color on all of us and takes away that magic in Santa’s smile. In fact, it makes it just a little bit menacing, knowing and threatening. Those little trees with shiny bobbles surrounded in glittery red garland in July are the real Nightmare Before Christmas.

• Previous Entry: Guilty Pleasures
• Next Entry: Think Outside of the Box…Until You Live in It