The decorations on Orchard Road have been up since October. When I look at them and try to remember, it seems like early October. Initially the bright blues and silver were fun, even if a little bit early. At this stage, they have become a part of the landscape, unnoticed and often ignored. The one thing that I associate with them is that the normally already cold almost freezing air that flows out into the streets from the stores is legitimately numbing!
I have come to realize that I have not walked through or by the stores all season. I do not recall a conscious decision. It seems like every day had something busy in it, demanding my attention and time. I also think that my lack of consumerism played a part. Each time I considered the option I felt like I was the person described by a writer; “You’ll stand untouched, watch it all from a distance, watch the wicked turn into corpses.” (Psalm 91.8)
While there is no interest in going inside, watching out for ugly sweaters, odd fashion statements, and kids with Christmas eyes has been fun, albeit all too brief. From the crowds, the stores must be busy. I have come to appreciate that Singaporeans out shopping are not necessarily shopping. Many are enjoying the season, the experience, and the sense of being part of something bigger.
As the sales expand, likely reaching their peak today, I wonder if I will have any desire to wade in. If I was to send a message to those in marketing, I would suggest the following.
Show me what it is relevant to me. I have already reached a view (it’s not), yet I am open to hearing more. Challenge my perspective. Let me know what I am missing.
Try to avoid using blatant emotions, positive or negative. Extremes in either direction are recurring warning signs.
Focus on the positive. Impact, benefits, outcomes. Show me a bigger picture and how you fit in with others who are different than you are.
Leave an invitation open.
