LOUIS BURKE | Culture | CONTACT
Christmas has come both literally and metaphorically for lovers of retail therapy as the world’s multi-billion-dollar retailers have released findings that it is time to ‘Treat Ourselves’ this Christmas.
The term ‘treat yo self’ became part of the modern vocabulary in 2011, in the fourth season of sitcom Parks and Recreation. A whole ten years later and the humorous term, that may have originally been written to satirise capitalism, is still used daily by the world’s brands.
However, this year they mean it even more than before as they inform us that 2021 was a pretty difficult year, especially for those of us who lost our job and didn’t collect $6 million in JobKeeper payments.
“This year people really have a reason to treat themselves,” stated retail marketing executive Renae Pulicino.
“I know I certainly need a treat because I’ve been working on a Christmas campaign for the past eight months, listening to jingles, comparing colour palettes and deciding which former Idol contestant is most on brand every single day.”
“So you shoppers better treat your damn selves alright!”
Her head already stuck in the next campaign, Pulicino then told a group of passing children to go ‘back to school’ despite the fact school hasn’t finished yet and they were literally getting on to a school bus.
