It’s Black Friday in the US, and surprisingly, in European countries as well, despite not celebrating US Thanksgiving. I guess retailers are quick to find an excuse to hawk their goods, no matter the cultural significance. I’m wondering if Canadians also observe Black Friday today, given that Canadian Thanksgiving is in October. Although today is a celebration of buying stuff, it appears that overall we are becoming less materialistic. That is according to Elizabeth Currid-Halkett, an economic geographer at the University of Southern California, who recently published The Sum of Small Things. In the book, according to the Princeton University Press advert, Currid-Halkett argues, that “the power of material goods as symbols of social position has diminished due to their accessibility. As a result, the aspirational class has altered its consumer habits away from overt materialism to more subtle expenditures that reveal status and knowledge.” Members of this new class, which she labels the aspirational class, have moved away from conspicuous consumption: “Highly educated and defined by cultural capital rather than income bracket, these individuals earnestly buy organic, carry NPR tote bags, and breast-feed their babies. They care about discreet, inconspicuous consumption—like eating free-range chicken and heirloom tomatoes, wearing organic cotton shirts and TOMS shoes, and listening to the Serial podcast.”
In a recent interview on NPR (wow, I must be a member of the aspirational class), Currid-Halkett asserts that in fact US Americans are becoming less interested in owning more and more: “As a society, we are getting less materialistic. So we can see that in a cultural way in just the way we talk about things. We can see that in movements like voluntary simplicity.” She backs up her assertion with data she has been collecting on spending patterns. In fact, one of those patterns is less interest in spending the Thanksgiving break shopping. Fewer stores opened this year on Thanksgiving. That contrasts with recent years in which retailers were opening on Wednesday at midnight and all day Thanksgiving. It appears as well, that the violence that occurred in the past, as shoppers battled one another over the few extra cheap TVs, has not happened this year. Maybe we are moving in the direction of voluntary simplicity – giving up the pursuit of happiness through material goods, to focus on living with less and growing spiritually. Or maybe we just have now accumulated all we can fit in our homes/apartments – or that we can afford.