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I know, I know. Friday was Black Friday. Today is Cyber Monday. I know, I know, I know. I shake my head at merchants putting up Christmas trees during Halloween, cringe to hear Christmas carols playing on the radio while I’m making my Thanksgiving pies. “The Season” has arrived and, at least during these weeks, it doesn’t have much to do with anything but retailing. Merchandising. Materialism. Capitalism. You label it how you want to.
A friend recently confessed to me that he is bewildered by the shelves and shelves of toothpaste offerings. Each time he goes to the store to pick out toothpaste, he forgets the exact branding of his favorite one. He knows the manufacturer – but they make dozens of varieties. He knows he wants mint, but doesn’t know which version. He likes peppermint, but doesn’t know if peppermint translates to cool mint, fresh mint or ultra mint in toothpaste-ese. The other day, he said, he opened the box of what he thought he wanted and tasted – to make sure! He had to, he said. He had no choice. If the labels made more sense, he would be able to figure them out.