The real holiday sale

Driving past the nearby restaurant row on Valentine’s evening, I was struck by the packed parking lots and heavy traffic generated by this holiday. What a massive hassle to deal with that, I muttered to myself.

After arriving home I repeated the sentiment to my wife, who was seemingly content with her lot on this Valentine’s: Preparing a nice meal at home for her kids and husband, the owner/operator of this cheap Valentine’s date.

Later, my under-romanced wife and I recalled the Valentine’s dinners we’ve shared at restaurants – and the accompanying hassles. Babysitting arrangements. Overpriced obligatory roses. Battling every couple within a 90-mile radius for a decent reservation time, plate of pasta, and the attention of the overworked waiter. After 21+ years of marriage, who needs the aggravation?

Valentine’s Day, we thusly concluded, is amateur night for couples.

Much like New Years Eve, long recognized as amateur night for revelers. An open invitation for any yahoo to cut loose, be silly, over-imbibe, sport wacky hats and the occasional pair of novelty glasses – all in the lenient eye of the general public, who shrugs its collective shoulder at this behavior and sighs, “Hey, it’s New Year’s Eve.”

Although some of us – those who might lay claim to a higher order of world-weariness –tend to look down our nose at these hapless amateurs, whether for New Year’s or Valentines or . . . well, just about every holiday has an "amateur night" quality to it.

Think of those who trot out a sense of patriotism once a year – on July 4. Or those who wait until Thanksgiving to offer any sense of gratitude during the year. Or those who make their cameo church appearance every Easter.

I’ve always viewed this notion of “amateur night” as a negative. Probably because I’m far too shrewd and advanced in my human development to buy a $49 bouquet of roses on February 14 or to be caught dead with any of those holiday novelty items Hallmark is peddling. Those who do get suckered into such things are, well, suckers. Hacks. Pssshh . . . foolish amateurs.

What this view neglects though, is that at a deeper level, the actions these holidays encourage and promote are the actions and values that elevate our society.

Meaning that society stands to gain from these amateur nights.

Consider these values associated with the holidays:
--Joy and renewal (New Year’s Day)
--Equality (MLK Day)
--Freedom (July 4)
--Hope (Easter)
--Leadership (President’s Day)
--Sacrifice and valor (Memorial Day, Veterans Day)
--Industriousness (Labor Day)
--Gratitude (Thanksgiving)
--A couple of varieties of love (Valentine’s, Christmas)

And each one of these holidays invites you and me to try its particular value for that day. Each holiday is a sales event.

But not the crass kind we associate with the holidays. (Save at our GIANT LABOR DAY MATTRESS SALE!!!! Freedom from high prices!!!!)

What's different is that the holidays aren’t triggering a selling event. They are the selling event. Because what’s being sold are not goods or services, but an attitude. A value.

Imagine the calendar as a giant trade show, where each holiday has its own sales booth offering generous samples of its virtue to all comers. Let's check it out. Oh, look, it’s Thanksgiving. Over there. The booth with the spinning prize wheel and fishbowl of business cards.

As you approach it – which resides at the fourth Thursday of November – you are greeted by an earnest sales rep who welcomes you with a brochure and a dazzling smile.

Hi. Would you like to try some gratitude today? Go ahead. See how it feels. Oh, it looks fantastic on you. Not trying to be pushy here, but why don't you take it with you and try it for the next few days. I think you'll like it.

With any luck, every visitor to Thanksgiving – or MLK Day or Veteran’s Day or Valentine’s Day or whatever holiday on the calendar – has a positive experience with that specific holiday’s virtue and chooses to exercise it on that day . . . and beyond.

Because when the holiday “sells” its virtue and gets people to try it and live it, the sale makes our society better and stronger. Consider it a stimulus of civility. And in these unstable times, we need the maximum number of people adopting and exercising these values.

God bless the amateurs.