One way to get people in


It’s the time of year that without cultural cues like sweet sticky chocolately smells or repetitive music from (mostly) happy times in our childhood, we’d stay at home.  But that would be derelicting our civic duty to shop and engage with our favourite brands downtown!

So someone hires the chocolate peanut man and pays the PRS for tunes and erects a great massive lit-up billboard to help spread the word about the SHINY LIGHTS that will now be twinkling above Guildford High Street until well after Santa’ been.  Bring the people out of their caves.  Lure them with lights and music and chocolate, because the machine needs to be fed!

It’s an important part of following the money – who pays for the lights?  Who pays for the publicity around the lights?  Why is it so important for people to keep shopping? What would happen if they didn’t?  What is the payoff to retailers of having an intense commercial season like this?  What are the costs to people?  What are the costs to the environment?   Why the appeal to charity?  Some of these questions are easy to answer, some of them are a bit more meaty.  All of them lead to further questions.

One thought on “One way to get people in”

  1. Firstly, that massive display is crass and ugly. Time will tell if it’s effective.
    Regarding your other points, I’ve struggled with those questions myself for a very long time. Our economy is dependent on money moving around the system. And a huge part of that is shopping…goods in exchange for money. There seems to be no other way. There is a campaign currently for buying less. Even Martin Lewis from Money saving Expert is telling people not to buy unnecessary Christmas presents this year.
    The immediate impact will be empty shops and loss of jobs, ergo less money to go around. So if we are to change the consumerist paradigm, then I’d love to better understand the economics of it from someone who has done the analysis.

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