Everyone laments the commercialization of the holidays. How tacky! How capitalistic! So why do these distasteful traditions continue to weave their way through our culture? Let’s investigate the social upsides to see if there are compensating factors.
First, it is necessary to identify the parties involved. There are the vendors of fun-size treats. These folks are unabashedly money-oriented organizations. There are parents who dutifully open their front doors and dig handfuls of treats out of their stash to parlay them into the bulging pillowcases or plastic pumpkins presented by the costumed youngsters yelping: Trick-or-Treat! These folks are subsidizers. They purchase the candy with no designs on a pecuniary return for their money. And then there are the kids. One might think they have no investment, but that’s not true. Their delight at the mystery of the evening, at the intrigue of mask-wearing, and at the innocent charm they exude is a draw to those around them.
For a proper evaluation, one must anchor the focus of discretion. This tracks which group is being considered in the balancing of accounts. Let’s start with the stores. They are commercial ventures, supplying items their customers demand in return for enough to pay their expenses and a little more. If Halloween went to the wayside, they would simply move on to something else. There seems to be very little to model here in terms of the social sphere.
Now, let’s anchor the view from the adult participants. They lay out the cash– so what do they get? They bring joy to their kids and perhaps a little to themselves. The event might rope in grandma and grandpa, a couple of worthy backstops in the activities of family life. Lastly, the business of activity on the streets brings out a Jane Jacobsian benefit. So, parents and adults can gain in private pleasure, family bonding, and community spirit.
Lastly, consider the kids. It might seem like a windfall for them. However, probably more than one parent keeps the incentives of a successful Halloween as a behavior modifier. So they too pitch in with a bit of work when it comes to supporting the holiday.
For the foreseeable future, the balance in favor of the social gains indicates a continued future for this spooky festivity.
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