On the last weekend in September, I walked into a department store and was blinded by the sparkle of Christmas lights, ornaments and lawn Santas. Apparently in the stores, the longer the waiting period the better: it means more sales, increased profits and hopefully more satisfied investors. The market can always come up with another sales gimmick to entice us into the Christmas spirit.
The most prophetic thing that Thomas Merton ever did was to say to a drugstore clerk who asked him which brand of toothpaste he preferred, “I don’t care.” Intrigued by the clerk’s response, Merton wrote, “He almost dropped dead. I was supposed to feel strongly about Colgate or Pepsodent or Crest. . . . And they all have a secret ingredient.” He concluded that “the worst thing you can do now is not care about these things.”