value

The holiday season is upon us and in America that means we must buy new stuff. For the retailers in America, the holiday season can make or break their year. Because it is now that the public (aka the consumers) will be hitting the stores to buy more. Not that they need anything anymore, but they are still driven to buy more. Like the rats that self-stimulate.

Unfortunately -or fortunately for retailers if you like- most of the new stuff will end up in the garbage before summer. That is right, the half-life of consumer items in America is three to six months. Consumer items have no value to consumers. After the thrill of buying, they are nothing but useless tokens of past "fun" that need to be removed to make room for newer tokens and future fun.

We are constantly told how low prices "benefit" consumers. And that is technically correct. If you are a consumer, i.e. a person who consumes goods, the the lower the prices, the more you can consume or use up or totally destroy. Yes the latter two are synonyms of "to consume."

If you want something of value, then low prices do not benefit you. Low prices mean low value.

Low prices to not benefit people, either rich or poor. They do not benefit the environment either. Perhaps you understand why low prices do not benefit the environment, but why should you worry? The truth is that low prices do not benefit people either. They will not make you satisfied or happy. They will just leave you hungering for more.

Food is very valuable to people. It is one of the most valuable items on the planet. It sustains life. Yet do people value food? They don't. They have access to cheap food and they consume it, adding on layer upon layer of fat. America is overweight because America does not value food, America consumes food.

When you buy something cheap you do not value it. It becomes cheap. It is easy to replace and you don't think much of throwing it out or losing it, or just trashing it. And that is exactly what we see happening. People surround themselves with cheap items and then quickly lose interest in them and thrash them -or push them into the forgotten corner. Sadly, they are also left unsatisfied and longing for more. That too is something retailers love. They even have a name for it, it is called commoditization.

Retailers know people want new things. So they constantly change what they have even if no changes are warranted. The overwhelming majority of changes are meaningless or trivial. Some are annoying and others represent a step backward. But that does not matter so much as long as the new things are different from last year's things, so people will want them in an attempt to satisfy their never ending hunger for value.

There is one very simple remedy to this madness. If you want value, stop consuming.