Happy Thanksgiving . . . I mean, Happy Black Friday Eve.
Daaammmnnn – I’m doing my best to adjust to the new reality, but I’m having some trouble.
I’m so deplorably old-school. I just can’t get the hang of the new lingo or the new way to roll.
Gathering together with family and friends around the table and enjoying turkey, ham, Tofurky (that’s vegetarian tofu-turkey for you extremely old-school types) and all the trimmings, toasting the day of gratitude with some nice oaky California Chardonnay . . . I now realize this description represents a by-gone era, like a black-and-white Jimmy Stewart holiday classic.
Today – early twenty-first century – “Thanksgiving” is increasingly about getting ready for Black Friday Eve and Black Friday, the biggest shopping days of the American calendar year. Turn on the football games if you must, but get ready to go! Shop!! And for our hard-working Americans, go and get the Walmart, Target, and the plethora of mall stores ready to rock, stock, and roll! Push away from the table and do your duty!
This is our time.
Or, at least it used to be.
We’ve seen commerce-based Christmas commercials on TV before Halloween for years now. I’m not knocking commerce; buying and selling defines the modern world and provides goods, employment, services, and meaning for the vast majority of us. Market activity is a good thing – unequivocally. We’d rather the youngest generation – able, creative, and impressionable – become integrated into the world of commerce than one of other-worldly disinterest and hate, which in extreme cases, can lead to terroristic activity.
Even though commerce is a great civilizing force, it ultimately does not make the world go round. The words of a Jewish prophet from long ago, “Life does not consist of the abundance of possessions,” cut against the grain of commerce’s ability to dominate. Maintaining balance and perspective in the midst of all the pots, pans, smartphones, sofa chairs, and cars that surround us requires either poverty or discipline.
Thanksgiving Day 2011: Walmart, Kohl’s, Target, and Best Buy annex the holiday for commercial purposes by opening their doors at 10 p.m. That very night “customer versus customer shopping rage” is reported and responded to by police in at least seven states. This year, Walmart and Target are hitting the airwaves unabashed with advertisements inviting shoppers in at 5 p.m. for Black Friday Eve. J.C. Penney – on the bring of extinction – opens its doors at 2 p.m. Yes, it’s just slightly ironic. Kudos to the checkout aisle workers who, upon handing shoppers their receipts, crack a wry smile and go subversive: Have a good Black Friday Eve holiday weekend.
Not all Americans are falling for the ploy. The pushback to maintain Thanksgiving as holiday without street fighting at the local big box retailer is gaining momentum. Increased internet commerce mitigates the big box stores’ physical lure. And that really cheap 40″ LED television on sale for Black Friday? It truly is cheap – made exclusively on the cheap for Black Friday and only sold on Black Friday.
On the positive side of the ledger, REI, the national outdoor equipment store, is leading the way by being closed on Thanksgiving Day and Friday – #optoutdoors.
Two exemplary theologians of our day – Rabbi Jonathan Sacks and Dr. Walter Brueggemann – have done excellent work lifting up the classic teaching of biblical Sabbath. Sabbath is time to give thanks, slow down, take inventory, breathe deep, and get away from some of the distractions of everyday life. I’m looking forward to Sabbath time this Thanksgiving with family and friends. And then I’m going to sleep in on Friday . . .
Tim/T. Carlos Anderson – I’m a Protestant minister and Director of Community Development for Austin City Lutherans (ACL), an organization of fourteen ELCA (Evangelical Lutheran Church in America) congregations in Austin. I’m also the author of Just a Little Bit More: The Culture of Excess and the Fate of the Common Good (Blue Ocotillo/ACTA, 2014) and There is a Balm in Huntsville: A True Story of Tragedy and Restoration from the Heart of the Texas Prison System (Walnut Street Books, April 2019).