Now the crass commerce of American Thanksgiving and its shadowy cousin “Black Friday” have permeated every corner of the globe thanks to the internet, the stage is set for the crass commerce of the “holiday season”, which seems to span the month of December. Merchants and retailers the world over sweat bullets in anticipation of the biggest consumer spend of the year. Giddily, they line up yet more junk nobody needs but so many want because it will make them look better, nicer, and—most important—richer to their friends and colleagues.
Here in Australia, hot on the heels of adopting Halloween as a worthwhile event, some retailers thought they should cash in on the American “Black Friday” phenomenon, completely ignoring Australian custom of naming any day of bushfire tragedy as a ‘black’ day. Oops. They also conveniently ignored Australian custom of heavily discounted sale day being Boxing Day (i.e. 26th of December), but that probably won’t stop them providing sale opportunities at that time as well. Two for the price of one, so to speak. As long as the money flows. Looks good for the economy, and augments the myth the 99.9% are well off enough to permit tax cuts for the 0.1% and all that. The politicians and their owners must be in serious danger of breaking something from laughing so hard, but since folks are sheep-brained enough to vote for them, they thoroughly deserved to be fleeced.
In these difficult times of predatory online discount sellers like Alibaba and Amazon, many brick-and-mortar retailers have every right to be nervous about the changing landscape of consumerism. Booksellers have been a miner’s canary for retail, demonstrating just how much of an impact a well-positioned mouse click can have on the real world. Of course, the demise of so many, wreaking havoc on real estate, experienced staff, logistics specialists and sundry others who made their living from the sale of books in the pre-internet days, in favour of a few, seems to be the way of things now. Why worry about a thousand people losing their jobs across one nation when a handful in a single city in a completely different nation can add a few extra million to their bank accounts every few days instead? Living the capitalist dream, after all. Yet in all this, the underlying constant is the actual books themselves. The books remain, whether they’re sold online or in a brick-and-mortar shop. Printers might be missing out as more people opt for ebooks, while requests for hard copies are fulfilled by print-on-demand (“POD”), which can now crank out a paperback, but it’s about adapt-or-die. Why pay talented specialists to run printing presses when an underpaid spotty 19 year old can press a button on a machine instead? Think of the savings!
What comes out at the end of the POD process tends to be comparable to the cheapest of pulp paperback of the 1960s, whose pages half a century later, brown and brittle, are easily forgotten and crumble to dust if they’re not binned first. It’s anyone’s guess where an ebook might end up half a century from now. Gone are the days of widespread quality book production. Quality books are still produced—the bookshop in my favourite art gallery stocks luscious titles in scintillating binding, with paper so tactile the pages make love to both your eyes and fingers as you fondle each word—but the cost of doing so tends to be so prohibitive, only the most exclusive titles celebrate such treatment. Thus exclusivity becomes the norm. Books become a luxury, and reading survives chiefly via self-published ebooks. The problem is those very same self-published books struggle to gain eyeballs as authors are left to promote their own work in a sea of voices clamouring to be heard. As a result, the next Shakespeare, the next JK Rowling, the next Edgar Allen Poe, the next new voice capable of shaping and challenging and improving the world gets lost in a morass where commerce is king and content is commodity first, concept last.
Do the world a favour. If you feel compelled to give something to someone this holiday season, make it an original work of art or a book. The world doesn’t need another piece of moulded plastic. What it needs are ideas. Thoughts. Emotions. Humanity. Fewer beneficiaries might be in the chain leading from author to reader these days, but the reality is perhaps someone who has suffered a job redundancy might read new words which provide an idea or inspiration to set them on a new path in life. Books can give hope, just as they can share wisdom. In a world now seemingly led by crass, self-centred and stupid people, now more than ever the world needs intelligence. Don’t be part of the problem, be part of the solution. Give a book, and may a wonderful, life-improving, inspirational book come your way too.