Unless you live in North Korea, you probably knew that Amazon, (the giant on-line retailer) celebrated their 20th anniversary by throwing themselves a party with, what they proclaimed would be “more deals than Black Friday”. Apparently, this was such a big deal that WalMart (the giant, giant retailer) wanted to celebrate Amazon’s birthday by also offering discounts!
One of the most notable things that has made this a cultural moment rather than just another sale was the immediate blowback against the products Amazon chose to discount. And yet, the site’s sales soared. So, we all complained about what was being discounted and yet still ended up buying more! I do wish I had known about the “Beard Growther” on Prime Day, but I didn’t buy anything because I didn’t see a single thing I needed.
Of course, “Prime Day” was first and foremost a way for the company to push Prime memberships and only secondarily a real sale. And yet, the loudest thing about Prime Day were the complaints.
I wonder what this says of us as a culture? A business has no obligation to discount its merchandise. Especially when sales remain strong. So, when a company does decide to discount merchandise, there is always a financial reason. They need to move certain merchandise, clear certain inventory, etc. When Amazon discounts merchandise, it does so for itself, not the consumer. Amazon said it would have more deals than Black Friday. Apparently, they did, because their sales topped Black Friday. And our response is to complain that they didn’t have what I wanted at a cheaper price.
What Prime Day forces us to consider is that we are selfish creatures who feel entitled to more. Amazon may have gotten people’s hopes up with the hype, but that’s good business, not false advertising. We, who were owed nothing, complain that we didn’t get what we wanted. We truly are the culture who, hours after getting up from a meal with family celebrating all we are thankful for, will trample one another at WalMart to get more cheap crap.
Content hearts don’t complain.
We who love and follow Jesus must be keenly aware (2 Corinthians 10:5, Romans 12:1-4) that we are marinating in a cultural stew of consumerism that places self at the center of the universe. How else could someone like Joel Osteen pass off as a Christian? The man literally teaches that we should have our “Best Life Now,” which Jesus says is actually a sign of judgment rather than favor. But I digress.
Why is contentment so difficult?
I would wager that most of the people who read my posts (if there are any?) live pretty comfortable lives. You may live in a smaller house than someone else. You may drive an older car than someone you know. You may not eat out at restaurants as often as that friend of yours or have the new appliances like your neighbor. But we are among the wealthiest population the world has ever known. Most of us may not have private jets or yachts, so we tell ourselves we aren’t rich, but that’s a matter of perspective, isn’t it? Try telling a subsistence farmer with no electricity that you’re not rich.
Consumerism idolizes the self.
Contentment is so difficult because everywhere we turn, we are told that we deserve more, we deserve better, cheaper, faster! One of advertising’s key functions is to create discontent in self-image so that the product in question can fill that void. And, even we Christians who owe everything to grace (Ephesians 2) believe these lies from time to time. We believe that life (or Amazon) somehow us us special treatment. Could be because we let people like Joel Osteen tell us: ““God wants to give you your own house. God has a big dream for your life” (page 35, Your Best Life Now). Osteen has allowed consumerism to color his view of our relationship with God. We know we are loved because of more stuff. We feel secure because we have a firm grip on our stuff and we feel better about ourselves when we get more stuff and since it’s all about me, I will complain that Amazon didn’t discount the right items. The items I wanted.
But what if we already have all of the love, acceptance we could ever hope for and that our identity is not found in what we do or what we own. What if, in Jesus, because of Who He is and what He has done, we don’t need stuff to find identity? What do I have to complain about? Because of the Spirit’s work uniting Believers to Jesus (Romans 6), the Father says that I am His beloved child in whom He is well pleased (Matthew 3:13-17)! Because of Jesus’ continued work of interceding for His people (Romans 8:34), we can know that our seat (our “position” // our “identity”) is in the heavenly places with Jesus and because of Jesus, it is secure (Ephesians 2:6), in spite of us!
What a great opportunity Prime Day turned out to be to examine our hearts. Do you feel entitled to anything? What? Why? What do we really deserve and for what should we be thankful? How might thankfulness change the way we live?