A Lifestyle Center Friday Night and an Advertising Epiphany

It was bound to happen, especially since I dissed the whole Lifestyle Center concept in my last post. I found myself enjoying good company, supporting a great cause, AND buying used items at, yes, you guessed it, a freakin' Lifestyle Center. And on a Friday night nonetheless.

I went to a preview party for a tag sale fundraiser for the local Junior League with a few friends. It was held in a shelled out space at the very same Lifestyle Center I referred to in my last post. I ended up with some good bargains, chatted with friends and at the end of the evening found myself rocking out to "Don't Stop Believing" by an 80's cover band. Not only dancing and having a blast but belting out all the words to the ubiquitous Journey song from my youth. Sidenote - why are those guys still touring? I hear that damn song more than I did when it was new. God, isn't there anything better to play on the radio these days? Anyway, while I was dancing in the middle of the Lifestyle Center, I realized I was...at a Lifestyle Center. I briefly felt like I was on an episode of Weeds without the pot.

A couple of weeks ago I saw a great film named Art & Copy. If you have any interest in advertising, design, logos, Mad Men, or words in general, this movie is worth a watch. I never wanted to end up like Herb Tarlek, selling cars or, my worst nightmare, vacuums or mattresses. As much as I fought being a salesperson, that is really what I am. I've had two fairly direct sales jobs where I sold newspaper advertising. I had a hard time finding social value in selling an ad so I clung to the ad development as something noble in itself. When freedom was allowed I could work with a great designer and sometimes come up with something decent that I didn't hate.

While at my first ad job I found a quote that I still have stuck on the same sticky note on my fridge, "People read what's interesting, and sometimes it's an ad." This film helped reaffirm this notion for me. Remember the cool as hell VW ads from the 60's? Some of the Nike ads are simply brilliant whether or not you buy their shoes. I have one of their ads featuring Marilyn Monroe, again on my fridge, and it does make me feel good to be a girl.

While I clearly have issues with our consumer culture and that we're bombarded with advertising messages from the minute we open our eyes in the morning, if I think of these ads as someone's ideas as opposed to 'the man' trying to overtake my life and make me buy something I don't need, I feel a lot better about advertising in general. Because really, all of the ads are someone just trying to sell us on their idea, trying to get us as excited as they are about it. Sometimes they write an interesting ad for their idea and sometimes they don't but either way, the person's idea is behind it. Vacuum and mattress ads excluded, of course.

Our Strip Mall, Lifestyle Center Community

I was out and about yesterday running some errands and made a trip to Ulta in south Fort Collins. I needed some makeup and Ulta is the only place in town I know that carries what I was needing. Side story - Ulta has a one of those frequent shopper cards like King Soopers or PetSmart except you never get anything with it. The only time I ever got a discount was the last time I was there when after my purchase they told me I had a $4 coupon that I needed to use right then. What a scam. Maybe not a scam but you know you can't buy much in a cosmetic store for $4 so of course, they're counting on you spending more than $4. Stuff like this pisses me off. I always feel like I'm being taken for a ride. While I was able to buy some nail polish for under $4, it still annoyed me.

Back to my original story - On my trip to south Fort Collins, to Ulta, which is located in a Lifestyle Center, I saw tons of people walking around, doing stuff. It was 1pm on a Friday afternoon. Do these people have jobs? Did they cut out early because it was Friday like I did? WTF? What were all of these people doing milling about? Could they all be there to buy something?

It got me thinking - these Lifestyle Centers, which are the new strip mall of the day, is where people hang out! I go to these Lifestyle Centers when I need something, like my makeup. I don't go there to have lunch, walk around and check out the cookie cutter artwork and potted plants. It occurred to me that these Lifestyle Centers are the hub of the communities we live in. Was the mall the hub of the community I grew up in? Maybe. I know I certainly spent too much time at the mall in my teen years checking out the guys and buying earrings and clothes.

Thank God Fort Collins has a thriving downtown where, while there are many stores, there are places to hang out that don't have a lot to do with commerce in its truest form. Or am I just kidding myself? Is everything designed so that we spend money?

Well, hello there. I've been thinking about writing again for quite some time. Over the weekend, at my 25th high school reunion - the 40's are the new 30's ya know - I heard from a few old friends that they actually read this little blog. Plus, I've been feeling the pull of not buying anything new nipping (chomping and drawing blood is more like it) at my heels and wallet.

An update - since I last wrote, I have added quite a bit to the old Macy's credit card. I didn't walk into the place for an entire year and then the beginning of March hit and I went a little nutty, really. What did I buy, you ask? Well, I did buy a vacuum cleaner which is allowed on the purchasing diet, but I mostly bought CRAP! Clothes and more clothes! Just how many pairs of black pants does one gal need? And then one needs new tops to go with the silly pants. It's such a mind fuck. I somehow felt justified buying things I didn't need because I had gone one whole year without doing so. What's that all about?

I liken it to falling off the wagon. While I'm not an alcoholic, I have had my brush with problem drinking. While I don't smoke anymore, it took me years, literally years, to quit. I've never really had a problem with food but I certainly can justify a large biscuits and gravy breakfast if I've run a 5K earlier in the day. And anyone that knows me well knows that I struggle with an addiction to aspirin - silly but true.

I realize now that I have to treat buying things in the same way. Truth be told, I don't have the money to spend willy nilly on stupid shit I don't need, like one more pair of black pants. I need to remember and realize that it's not only not good for my bottom line, it's not good for my mental well-being. I felt pretty great last year, not buying anything new. It really made decision-making easier and freed up money for actual life experiences instead of more things.

Well, friends, I'm starting again. I'm making a commitment today to stop my madness. Making a commitment to not buying anything new makes me feel more mindful and aware about everything, not just purchases, which in turn makes me feel more alive. Over the top? Maybe, but sometimes going a little extreme can bring you back to center.

Lessons Learned

It's been more than a year since I made my little New Year's resolution to not buy anything new for one year. At the time, it felt kinda like a big deal. Now, not so much. I think the hardest part was finding time and topics to blog about.

I've been asked at the turn of 2011 what my new resolution would be in relation to last year's. And I've got nothing. I've decided that not buying anything new really isn't that big of a deal and I'll continue to do it this year and probably, in some form, forever. Not only is it easy, it's almost a requirement nowadays. Here in the Fort there are so many thrift and used stores that a person really doesn't have an excuse to immediately buy an item new without looking to see if they can get it used first. Not only will I keep doing it, I've realized that I like it a whole lot more than traditional shopping.

A couple of months ago I refinanced my house and found myself with a little extra cash. I decided that since I had been good all year I 'deserved' to do a round of shopping at Macy's. I grabbed some of their great coupons and off I went. It was one of the most hideous shopping experiences of my life - seriously. I trolled through this gigantic store getting more and more pissed off as I went. I was in there about 15 minutes and had to leave. Without an object of desire to search for I found just strolling through a department store a dull experience and a huge waste of time. What I realized from this little jaunt was that I really don't like shopping for shopping's sake unless I'm in a used store. Not a major revelation but enough for me to know that not buying anything new is the way of my life. It has been for years and will continue to be.

I would say that in one year I probably bought 10 or so 'new' items. At least three of these things were sympathy cards because I just can't make an appropriate sympathy card. I did just purchase a new vacuum and make no excuses for it. Buying a used vacuum is silly and in my house a vacuum is definitely a health issue. If you've ever lived in a hair ball, you know what I mean. If it wasn't life-threatening to shellack my dog I wouldn't need the new vacuum. And let me tell you, having a vacuum that actually works is a very pleasurable experience. It was all I could do to not leave work early last Friday to go home and vacuum. This might speak more to the lack of excitement in my life...

Consumer Culture War

I'm not a grinch, not a holiday-hater, no bah humbug here. But I do HATE the consumer culture that surrounds all things holiday this time of year. I write this on what's quickly becoming a holiday in itself - Black Friday.

Seriously, people. What the hell is up with waiting in line overnight in below freezing temperatures just so you can snag a $100 TV? I just don't get it. I can't think of anything more hideous than to wake up at 3 a.m. to make it to Target in time to buy a $75 camera or a $3 toaster. In my cost-benefit anaylsis of Black Friday, sleeping is worth way more than the $10 I might save on said toaster. Really, don't we all have a toaster anyway? I don' t know anyone that wants one for Christmas either. If I'm waking up at 3 a.m. it had better be for work or an emergency or some great life experience that doesn't involve a debit card.

As I was getting ready for work this morning I was watching a bit of the news on TV and they actually had reporters out 'covering' Black Friday. It's apparently news that we are all consume-crazy. Now while I do realize that this year is a bit different what with the Recession and all, people are generally feeling better about life (at least those of us with jobs) and are ready to spend a little money. Here's a fun fact for you - the average person will spend over $600 this holiday season. $600!

It's seemingly not enough that stores open at 4 a.m. Retailers now feel the need to be open for business on the one holiday that every single American can celebrate . Thanksgiving is the one day of the year where we can be lazy, hang out with family and friends, watch football if that's your thing, catch a movie, eat too much monochromatic carb-filled food and take an afternoon nap without feeling guilty. People should not have to work or think they need to work to make double time. The option shouldn't even be available.

It's like we all have this chip in our heads that is programmed to buy, buy, buy. As Americans our commonality is based on our consumer culture. We are many things (incredibly philanthropic, giving, compassionate, and kind) but our American culture is based on purchasing, buying and consuming. The chip in my head turned on big time after I refinanced my house. The urge to purchase something was a little overwhelming. Fortunately, I was able to curb my desire by remembering my deal to not buy anything new. I'm now struggling with the deal I'm making in my head to buy something after the first of the year. Somehow then it won't count.

Junk Jaunt 2010

Nebraska - a superb Bruce Springsteen album, ultra-conservative in pockets, lots of corn but none in the grocery store unless you want canned, and the absolute middle of the country. Seriously, Kearney, NE is the bulls eye of the U.S. Kearney might be worth 50 points on a dart board but I can't figure out why anyone would want to live there. Beauty is certainly in the eye of beholder here. Being from Colorado I'm clearly biased in my opinion and I don't mean to offend any native Nebraskans, who are lovely people by the way.

I traveled to Kearney to meet my parents for a little visit and to check out the Junk Jaunt. I'm always up for a road trip and Kearney is a mere 6 hours from Fort Collins so why not? The Junk Jaunt is billed as a 300-mile garage sale. It's really more of a Junk Journey, heavy on the Junk. Basically there are about 30 towns in Nebraska where the townies host a number of garage sales over three days in September every year. It's a great way to see the Nebraska countryside as you travel between towns hoping you don't run out of gas.

I ended up spending $34 - a basketball, chalk board, some jewelry, bowls, a New Jersey glass and random other crap. The only real revelation I had was that if you need any sort of dishware Nebraska is the place to go. I could've outfit every home in Fort Collins with the dishes, pans, bowls, cups, glasses, serving platters, etc. that I saw at EVERY single place we stopped. It was truly stunning how much of this stuff there was.

My favorite part of the trip was the giant billboard of Sarah Palin asking Nebraskans 'How's that hope 'n' change workin' for ya?' I felt bad for the farmers that drive by that everyday.

While I had a nice time visiting with my parents including the requisite disagreement or two with my dad (we did manage to avoid politics), I have to say I found Nebraska worth driving through.

Saving America by Buying a New Car or Getting Rid of One

Before I start, forgive my lateness in discussing this topic. It takes me awhile to process things, like months, actually.

Talk about mixed messages? 9 years ago we were told that one of the best ways to get America back on track was to buy a new car. All the auto companies were offering zero percent interest to make the purchase more palatable and pretty much every commercial was for some new, albeit boring, (don't get me started on how humdrum and plain cars are nowadays) 'American-made' car. We were also told to shop at the mall and basically just buy, buy, buy. Didn't really matter what, we needed to buy crap to keep America #1.

Flash forward to summer 2009 and the Cash for Clunkers program. All the cars we bought in late 2001 and early 2002 we should now turn in as a clunker? This program would put cash into our pockets to stimulate the economy and, by the way, we should also buy another new car with some of that clunker money while we're out. Clearly, a car purchased in 2001 wouldn't be a clunker in 2009 unless it was a Yugo, Pacer, Pinto or an Aztek. Of course, none of these cars were available in 2001 except the Aztek, a car my parents actually bought, love and still drive. But I'm getting off point.

I know that this is a simplistic point of view as I tend to be a bit naive about these things but isn't there another way? Talk of late is that the Cash for Clunkers program didn't really achieve the desired effect and we all know what the rampant debt incurred after 9/11 has done for America's and our own personal bottom lines.

While there are a lot of folks that are trimming expenses and looking for ways to save, the prevailing wisdom is to continue to spend. Aren't we told, with excitement or despair, how overall spending, month to month, is in this country. If it's up we feel more optimistic, when it falls we get depressed.

I think there's a message in all of this - exactly what that message might be is certainly debatable but it might just be, 'hey, let's keep the still-running-fine 1997 car we have, trim some household expenses and maybe decide to wear something in our own closet rather than buy that new dress while we help stimulate the economy by going to a play, giving to charity, or eating dinner in a local restaurant. Let's do this while we also figure out a way to get the school systems a little more scratch.'

Just a thought.