We grew up hearing "don't believe everything you hear". Then, we learned "don't believe everything you read". These days, we can't even believe everything we see. I just hope that we are passing on these lessons AND keeping them in mind, because unfortunately we need to remind ourselves every day. Especially today, when we have -I can't even count how many - cable channels, "news" shows, advice forums from , oh yeah right, "qualified" personalities, and radio shows that give microphones to - I swear many of them couldn't score double digits on an IQ test - just about anyone. They all repeat each other, try to out-do each other, out-yell each other and sensationalize any story to shock and attract the public.
Where is the responsibility?? Is anyone taking into consideration the repercussions of airing what amounts to no more than a bunch of sound-bites strung together for effect.
This holiday/shopping season the media in my part of the world keep repeating a half-truth that, if enough people believe, can only negatively effect our economy. They are reporting that retailers are disappointed with the growth of this years sales. I would think "growth" would be important in and of itself. But here is what they are NOT telling you. Leaving aside internet shopping, which is still spending (hello), no one is counting gift cards.
GIFT CARDS !!
Are you kidding me??
How many millions of dollars are retailers spending on advertising the promotion of gift cards?
For years now, they have been pushing us to avoid returns, and buy, buy, buy gift cards so that our loved ones can get exactly what they want.
According to the Council of Shopping Centers:
Sales of gift cards have grown 25% for EACH of the past 4 years across ALL retail categories.
Gift cards count for 10 to 13% of the total volume of retail sales.
The National Retail Federation puts this years sales of gift cards at 26.3 Billion dollars.
26.3 Billion $$$$$$$$. But they don't count that. Retailers don't count that. Again, I ask, ARE YOU KIDDING ME? Gift card sales are better than merchandise sales. Why? Because you can't return them and spend the money somewhere else. Did you ever try to get cash back from a gift card? Can't be done. ( Maybe, you could try to scalp it in the parking lot. You might not get full value, but the store won't lose a dime.)
One other thing for your consideration while you listen to your favorite abbreviated, news-type, media source...... what are they really saying? The day-after-Christmas report on stock market trading warned that Target was "going to" release the "fact" that they were "disappointed" with this season's sales figures. This was expected to drive down the market. BUT, basically, what they were really saying was, "Hey the 20-something we hired to head-up the purchasing department has taste up-his-ass and no one is buying the cheap, hooker-type outfits we are pushing". (Sorry, no offense meant to the hard working prostitutes out there. Although, they must find it much easier to buy clothes now. Also, no offense meant to the perfectly capable 20-somethings out there with good taste.) And, "Hey you know the public might be on to us and the fact that we're buying these 10 cent pieces of crap from China (keep your fingers crossed that they don't break until after they leave the parking lot) and marking them up to $4.99".
Americans are smart. Tell us the truth. The whole truth. We can take it.
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