In years past -- many moons ago -- the giving and receiving of gifts was restricted to close family, and the purpose was a sincere reflection of interest and gratitude for the presence of someone in one's life.
In time, that yielded to a wider circle of gift-giving. Soon mere acquaintences were included, some barely that. The sincerity of the giving diminished. Obligation took its place.
I've noticed this year that the advertising for gift certificates -- mostly cash cards -- has skyrocketed. Cash cards are touted as a way to provide the receiver with maximum utility, but in reality the selling point is that it relieves the giver of having to put much thought into the gift. It lessens the burden of obligation.
We are rapidly trending towards a currency exchange model of gift giving for Christmas. Person A gives out $100 in cash cards and receives $80 in cash cards. Person A is down a net $20.
Next on the horizon is the dispensing of the physical gift cards. Rather, people will simply log into some website where gifts are simply transferred monetary units. During the gift-giving season no actual money is spent. Electronic funds are merely shifted about. Come January 1 the accounts are settled. Those who are net positive may cash out; those net negative receive a bill. The website collects a fee ... and hosts advertising, naturally.
I'm being somewhat facetious here, but not much.
I sense a real fatigue with Christmas the whole "holiday season" concept. I really do.
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