Black Friday and our sad mindset this side of the Atlantic

Black Friday is upon us.

It’s particularly remarkable on this side of the Atlantic. The Friday is black in the US because people are recovering from the excess of the Thanksgiving celebration the day before, or just need their morale boosted in the down that follows the high of a feast. Though behind that worthy goal lurks also the rather baser desire to make a lot of money by a day of sales in the shops.

In England, we don’t have the feast. We just have the Black Friday. The depression, in other words, without the celebration that led to it. But it’s still a wonderful commercial opportunity. Or at least shopkeepers hope so.

The problem arose because of the increasing disappointment of Christmas. This is the second most important feast of the Christian year. Believers worship the birth of Christ in December just as at Easter they celebrate the redemption of man through his agonising death followed by the miracle of his resurrection. Birth at Christmas, the even more glorious rebirth at Easter. .

Clearly, celebrating the birth of the Prince of Peace is a time for quiet reflection on the nature of God’s relationship to Man, the sacrifice of his incarnation and later death in pain for us all, and so forth. Where “so forth” covers over-indulgence in food and, above all, drink as well as the commercial miracle of a splurge of spending in the shops. Why, a great many retailers depend on Christmas for the bulk, if not the entirety, of their profits for the year.

Such are the benefits of a profound immersion in the spirit of Christian charity and restraint. An excellent arrangement. Serving God and Mammon, otherwise known as win-win.

Although it’s not that wonderful any more.

Britain has seen earnings falling for a decade already. There’s no sign of that ending any time soon, particularly following Brexit. Eventually, inevitably, loss of earnings power had to have an impact on spending patterns. Christmas just isn’t what it once was. Shops can’t count on it any more.

The answer was to find a way of incentivising expenditure at another time of year. And why not just a few weeks before? Adopting Black Friday seemed the obvious solution.

But we took it over without Thanksgiving. Meaning we have the depression not the celebration. The hangover without the party. 

What’s more, we don’t seem to be satisfied with just a single day of it, which after all is what the word ‘Friday’ would seem to imply. Oh, no. Ocado, which kindly delivers us our groceries, has gone for a long weekend of Black Friday. 

Ocado:
Black Friday from the 23rd to the 27th

And Debenham’s, the great department store, has gone for a whole week.

Black Friday week at Debenham's

This all seemed terribly British. After all, we are a nation steeped in the Protestant tradition. That teaches us that we are all, or nearly all, damned whatever we do, and life is a vale of tears. So when we take on a tradition from the US, why not take on the bleak and dismal bit, leaving out the part that might actually lift our mood?

But it’s not just British. I was in Italy over the last few days, and I noticed that even that great bastion of Catholicism has caught the Black Friday bug. Indeed, they too, perhaps out of increasing desperation over sales falling there as they are here, are wildly extending the understanding of ‘Friday’. In Turin, they’re going for a Black weekend.

Black Weekend in Turin

Maybe it’s a European phenomenon, not just a British one. Are we so short of confidence in our ability to emulate transatlantic flair and dynamism that we punish ourselves by taking on their harsher customs, and use them to try to dig ourselves out of our economic difficulties? Seems a bit of an indictment.

A sad thought. One to while away a Black Friday. As an alternative to spending the day in the shops.