Don’t you just love December? The festive season is upon us, and most of us would happily embrace the festive spirit. Putting up decorations around the house, creating long shopping lists, diving into coziness by a wood-burning stove, and building up excitement and anticipation, these are clear signs that we are slowly but surely getting carried away. These, and the fact that we often read the “cliche” emails we ‘ve received with genuine interest and a smile.
And there are so many of them! Perhaps due to the fact that, as consumers, we tend to be less critical and more open and susceptible in December, we don’t seem to realize that many of those Business-to-Consumer emails lack originality, and tend to reproduce the same old cliches that we love to read:
- The “Yule Love” Recipe. With family gatherings for lucullan dinings on our agenda, many of us will aspire to be “the host with the most” and look for impressive merry-licious delicacies (only to go for the traditional “turkey with all the trimmings” at the end). But going through those amazing recipes for reindeer-shaped caramelized meatloaves is an all-time favorite…. Oh well, maybe we’ll try that recipe next year.
- “Deck the Halls”. A snowman. Lights. And a tree. How about a new sofa for the living room? Or that cute duvet with the snowflakes? As we are getting ready to open up our hearts and home to friends and family, we are also keen to open the emails that give us ideas for cozy furniture and smart decorations. But we have to be careful; that horrible sofa is not just for Christmas, it’s for life.
- The “Most Wonderful Time of The Year”? Hardly. For most of us, it’s a very stressful time, with work and family commitments piling up fast. Still, we want to believe in the magic, and make sure to be jolly just because ‘tis the season to be. Yes, we’ll fall for this cliche every time.
- The Discount “Advent Calendar”. With the promise of a new and exciting offer every day, Advent Calendars tend to work really well; as long as the countdown works too. It’s really confusing to receive emails telling you that it’s seven… no, six… no, seven days left for 2020. Whatever!
- The “Santa-mental” Presents. OK, an office Secret Santa means we have to get a little something for that annoying “know-it-all” colleague, but most of the time we’ll buy presents for people we care about; and put a lot of thought and sentiment in the process. That’s why a “click for the most Santa-mental gifts” email will get our attention, even if it’s the fourth we’ve received… today.
I am not being a grumpy Ebenezer Scrooge. The truth is, I love December and everything it brings. I love going through my inbox and reading the cliche email subjects, often impressed with the brilliant ways businesses choose to approach their database. I believe these emails bear small but effective doses of joy and laughter. “There is nothing in the world so irresistibly contagious as laughter and good humor”; and not being that original myself, I am only quoting Charles Dickens here.