In our madly consumerist American society good price is nearly everything. Nothing affirms this more than the massive success of Wal-Mart and the way in which it’s ridden ever-lower prices to greater and greater share of retail spending. Yesterday, the year’s pagan shopping holiday known as Black Friday, at our local house of worship shoppers were so anxious to save $22 off an admittedly already low price of $400 for an HP notebook PC they nearly rioted in efforts to claim one of the slim supply.
People raced to the consumer electronics department as the store opened at 5 a.m., jumping over counters and pushing over a display case. Store managers, downplaying the scrum afterwards, needed help from Mountain View PD to restore order. Mothers were overheard berating their 10 year old sons for not being aggressive enough and so missing out on the day’s big bargain. And, as Rogers writes, this wasn’t an isolated incident.
Really, though, are these rapacious consumers to blame? Obviously not from this sideline view or I’d not be writing this. No, to me this is a case of Wal-Mart and the supporting squads of advertisers and media partners stoking the acquisitive fires with barrages of commercials and planted news pieces.
A perfect example just came on while we’re watching Mad TV, the three ladies from Destiny’s Child pretending to celebrate Christmas with their families. These women are all worth many millions so for them passing out all kinds of expensive consumer electronics is a trivial expense. For the group’s biggest fans, who tend to be between 10 and 25 years old, plasma TVs, digital cameras and laptop computers are extremely costly, but mostly paid for by parents after rounds of extreme begging. Somehow I doubt Beyonce worries about that.
But back to the Mountain View Almost-Riot. Wal-Mart and its competitors pour out the hype and create an atmosphere where getting to the sales becomes a sporting event. The prize, of course, is being allowed to hand over as much of your cash as possible as long as you have the chance to walk out the door with the day’s best deals. Americans love to compete, there’s no other culture with so many awards and top 10/100 lists as us, but these sales days are different because usually the average American has no chance to win.
The stores really take it to the next level and Wal-Mart has got to be about the best at this part. Usually stores are required to have sufficient supply on hand to meet reasonably expected demand, which is why auto commercials are so explicit about specifying the VINs, and otherwise hand out rainchecks. Somehow Wal-Mart (and Fry’s Electronics!) gets away with blatantly violating this aspect of consumer protection laws because if they brought in anywhere near enough of the ‘big deal’ items like the HP notebooks there’d be no need to crush little kids to get one. I’m sure a lawyer will explain Wal-Mart abides by regulations by squeezing qualifiers in the small print.
Too bad parents can’t answer their kids’ screaming with the small kind of print. Maybe they can explain that not everyone makes it to the pros.