Holiday gifts are nice, no matter what you might be celebrating. For those of us who celebrate Christmas, it’s a lot of fun to look under the tree and see a nicely wrapped gift with a bow, along with your name on it. Of course it’s much more exciting for kids in most cases, but it can be a lot of fun for grownups as well.
So yes, receiving gifts can be fun. Personally, I don’t really need anything in particular, and prefer to give gifts to those closest to me. Giving is more enjoyable to me during the season.
Gifts given to me sometimes make me feel a bit guilty that the person spent hard-earned money on me. If it’s my money being spent, then I might feel less guilty. If it’s brand new car that’s bought for me, I’d feel something other than guilty: outraged!
I bring this up because it’s this frugal mindset I have when I see television commercials that involve a person receiving a brand new car as a holiday gift. You know, the ones where a car is outside in the driveway, with a big red bow on top. The ones where the person getting the gift (usually the wife, from the husband – but I’ve seen it reversed) has that “Oh my GOSH!!” look on her face when she sees the car. There’s usually some kind of subtle hint to the recipient initially, then she looks outside and the jaw drops and eyes light up with wonder and excitement. The message seems to be that she’s thinking “Wow, a brand new car, for ME!! This proves that he (or she) loves me so much!!”
Oh, please.
If you’re wealthy, perhaps it won’t matter. But for the rest of us – the so-called 99%, let’s say – a car purchase is a big deal. This isn’t like buying a nice cashmere sweater you got on sale, tickets to a live musical, or even a TV. This is a vehicle. One that probably cost $20,000 or more – sometimes much, much more.
So, let’s see here. If your spouse loves me, she (or he) is then supposed to buy me a brand new car, out of the blue, burning $20,000 in savings? Or, for most people, take out a big loan which might take a few years to pay off?
It’s almost like saying, “Happy Holidays, Honey! I love you so much, and wanted you to be happy, that I signed you up for 4 years of debt payments that we’ll have to work extra hard for. You’re the best, you deserve it!”
Right.
You can see what I think of those car commercials. The ones that I’ve seen lately have been these types of commercials, though there might be others this year for all I know. Most commercials in general don’t bother me, and some are quite funny and/or clever in some way. However, these commercials kind of bother me, but mostly amuse me because I think it’s mind-boggling how stupid the premise of a brand new car as a gift is for most people.
Like I said, I don’t need any gifts, though whatever I do get will be appreciated. Just save some zeroes, and stay around $20 instead of $20,000 🙂
My Questions for You
What do you think of these car ads on TV around the holidays? Do you see it the way I do?
Are there any other ads around the holiday season that have made you roll your eyes, or amuse you in some way?
Do you ever think about money being spent on you (as I do), or do you avoid thinking of money in these terms when it comes to the holidays and gifts?
I couldn’t agree more. Who buys a car for Christmas… that’s what I would like to know. I think they need better advertising, if you ask me. But, maybe we aren’t the audience they are aiming these towards.
Corey – I want to know this too. I’m not the intended audience as I won’t be buying anyone such a gift. My generosity has it’s bounds at this point:)
I’m sure they have the audience right! The message is ‘you are anyway going to go into debt this Christmas, why not add easy, monthly car payments to it’! 🙂
Personally, I hate those ads. I would never make a large purchase like that without discussing it with my wife. Therefore no surprise.
krantcents – I wonder if there has been any relationship discord caused by people buying a car and taking out a loan, without the spouse’s prior approval, as a result of ads like this.
Like you, I hate these commercials. I even wrote a post about it: http://erinshanendoah.com/dogatemywallet/?p=156, which got picked up by the Consumerist. It seems most people hate these commercials, but a select few feel sorry for those of us
shanendoah – these commercials are so cheesy it’s unreal. Either truly very wealthy, or very irrational – that might be the set of consumers influenced by such pitches.
The jewelry store commercials get me. They are worse than a car, at least a car you can use to get to and from work or soccer practice or whatever. A giant diamond ring? It sits there and looks sparkly. Wow. And for less than $20 I can get a fake one that looks just as sparkly. What’s the point??
April – It’s something how these commercials send a mesage to men along the lines of “you need to spend money and make her happy, or else you’re less of a man and she won’t respect you”. Ironically, he might be spending her money to do it if they’re married, which impacts everyone.
I don’t know if you life somewhere there’s a Ben Bridge, but I appreciate that they also have commercials targeted at women buying jewelry for men- usually Rolex’s, so still not in the realm of reasonable, but at least it puts the shoe on the other foot.
I don’t agree to those ads either. Its the feel good factor that they try to sell. The feel bad factor of the consequences is never told to us. Fully agree to your point of view
Interesting take…feel good factor and feel bad factor. Hadn’t thought of it in those terms before!
Like Krantcents said above – my issue is that the commercial implied there was no discussion with the significant other. My wife and I have a limit – if we spend more than a certain amount on an item, you can bet we discuss it first.
I think the other one would go ballistic if $40,000 was gift wrapped in the driveway, as interesting as the commercials are (among others).
PKamp3 – good to have discussions ahead of time on such significant purchases!
It’s the best time of the year to go for a test drive, put a big red bow on the car and drive up a random driveway while honking the horn. 😀
I guess if they can afford it, it’s a nice gift. Haha.
I surprised my wife with a BMW Z3 (used) at the airport. She was not happy….
We were driving a junky van and we did need a car. 🙂
retirebyforty – hey, I’ll give you credit for buying a used car. That sounds ok! 🙂
I’m right there with you on the ads for cars as gifts. And I always think…but wouldn’t they want to pick out their own options?
Jackie – good point, getting a car as a gift might preclude some of the personal choice aspect.
It’s the gift that keeps on giving…. debt.
Unless it’s bought for cash. By a parent. For the kids.
Then it’s OK.
At least from the kids’ perspective.
101C – I think you’re on the track there, particularly if it’s a safe used car that one pays cash for. That seems like a different ballgame than an adult making a giant purchase for the other, of a brand new car, taking the person by surprise!