12/26/2004

Wal-Mart—a verb

No one seems to notice we are flocking more to the shopping malls, discount stores, than to the churches or places of religion for the holidays. Not only have we forgotten the reason for Christmas, but it has become “shop until you drop.” In fact, the expression is considered trite. In reality, there are fewer and fewer of us making time to celebrate the true spirit of Christmas: except “buying until you drop.”

There was a time when Jew, Hindu, Muslim, and all the various Christian denominations not only had a Christmas tree in their house in America, but took time to even sing songs together. It was quite common thirty years ago. I grew up with kids who really loved both Hanukah and celebrating the birth of Jesus Christ. They shared the season and its meaning with their friends at school, where one time you could say “under God” while reciting the pledge of allegiance...and I mean even the Buddhist's never objected as they thought it was reference to “their” God. To those who do not believe in a supreme being, who did it hurt? Really? We have become too “selfish.”

At one time, it was exchanging family presents. Now it is time for opulence, perhaps even an expression of success. This is not helping others, or being generous. It really is another manifest of being “self centered.” Certainly all the advertising tells us to “buy, buy, buy.” And the “why, why, why” is price, availability, do it before it is not in your size or available, such as a Cabbage patch kid.

As the USA population has been growing, so has our appetite for more and more. We collect more stuff, have more televisions, music devices, you name it, than ever before. Where better to get it than at a large store with not only more choices, but better prices. We saw this at the previous change of century with Sears-Roebuck, Montgomery-Wards, then Macy's and a host of chain stores until the near end of the 20 th century with White House, Price Club, Costco and now Wal-Mart.

The fight for better prices first side-stepped distributors, where major companies no longer needed them. In their demise, smaller stores became priced out of the competition, surviving on limited specialties, appealing to smaller, specific customers. Unfortunately, their days may also be numbered, as consolidation supposedly means better “bargains” for consumers. The media starves for the advertising, and it invades us in the most clever ways, including right before Monday Night Football, and even following a report of our soldier's death in Iraq. Everywhere. All the time. Pop-ups galore on the world wide web.

Even “supermarkets” are now living up to the hyperbole with bakeries, pharmacies, fresh flowers, full wine selections, and many actually have not only ATM's, but banks with loan officers, quite common in smaller states such as Nevada. The growth to bigger is better has seen other retailers with the same approach from Lowe's to Home Depot, Walgreen's to Rite Aid, 24 hours a day, open on Christmas day, too. After all, we may need to buy something.

To many manufacturers, Wal-Mart dictates the price, or they buy elsewhere. They have even entered the internet fray with lower prices, fast service and delivery, plus availability ( others may be out, but they have deep inventory.) Moving into communities, small to medium size retailers do not have much of a chance.

There are survivors, not by price, but convenience, such as 7-11, who's franchisees make very little money, surviving because they become family operations, and other niche companies, selling goods Wal-Mart evidently has decided yet to put on their shelves.

In reality, Wal-Mart has become the “shopping mall,” with the best prices.

Certainly consumers in these busy, tough times look for lower prices, for convenience, for “one shop shopping.” Their “neighborhood” store has become Costco or Wal-Mart. These giants are in head-to-head battle, with supermarket chains fast realizing they are being swept up in this mass lower prices battlefield.

One day we may not care much about this as long as their is a sale to buy Christmas presents to celebrate the season. After all, isn't that what the season is about: to buy? It's the Wal-Mart way.