Eight hundred dollars. I want you to think about that figure. It's a lot of money. It's also about what the average American is spending on gifts this Christmas season -- $800.
Never -- ever -- in American history have we spent, on average, so much for gifts. Ever!
You don't hear much about that figure.
You do hear a lot about other figures. Polls, mostly, showing Americans are bummed out, not spending, not giving, not doing much of anything.
And then you hear about that figure and you start wondering, wait a minute, I thought things stunk. And you start asking yourself, says who? And you start thinking, maybe, maybe the polls are wrong, or folks are lying. Maybe they say things are bad, but buy very differently.
I don't know.
All I do know is people are spending -- a lot. On things that cost a lot, too — iPods, digital cameras, flat screen TVs.
I know, not everybody. But enough bodies to pile up early yuletide stats that would make even Santa blush.
Yes, $800 bucks is just a figure. It also figures the media would miss it. Or ignore it. Not because it isn't good news. But precisely, because it is.
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