DF Issue 201811 FINAL IDM (002)
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DREADED DECEMBER<br />
WHY IS DECEMBER<br />
SO TOUGH?<br />
Over the past decades marketing people have built up a false hype<br />
around December as they have tried to drive consumers to hit the<br />
shops and clear the shelves. Over time many have come to feel a<br />
sense of entitlement and expectation of going on a trip in December<br />
or getting gifts at the end of the year.<br />
This social pressure that often comes from the greed of others (even<br />
members of our own families and circle of friends) can drive those who are<br />
financially responsible throughout the rest of the year to crack in December.<br />
Rather than spending time with family and friends many of the end of year<br />
holidays have become almost exclusively about getting gifts. Many who<br />
travel back home during the end of year break from their jobs in the big<br />
city are expected to come either with cash in hand or many expensive gifts<br />
(or even better, both).<br />
Over spending in December leaves many consumers exposed when<br />
January rolls around and they are faced with a lot of extra annual costs<br />
such as new school clothes or stationery items for their kids. For those<br />
under debt review such reckless financial behavior is no longer an option.
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