Of course it is a mark of a commercial community that it thus advertises in Advent. The whole object of such a system is to deliver the goods. When once they are delivered there is a deadly silence; at least as an absence of any burst of joy over the creation of new things; a comparative silence about morning stars singing together or the shouting of the sons of God. In other word, when we have delivered the goods, it is not now quite certain that anybody has looked on them and seen that they are good. And the immense importance of announcement everywhere diminishes the corresponding importance of appreciation. I know that in the commercial case there are sometimes proofs of appreciation. I know that nobles ladies and actresses (I hope this is the right order of precedence) do write testimonials about their pleasure in consuming some sort of soap; and that leading literary men are found to declare that they would have been practically half-witted but for some particular training of the mind. But, taking modern announcements and advertisements and assertions as a whole, there is no comparison between the bulk of promises and the bulk of acknowledgements. Everybody knows the advertisements, but few could quote the acknowledgments. This all the more obvious in the case of Christmas, because Christmas is still rightly recognised as a feast of children. Perhaps it is natural that telling a little boy that he is going to have some toffee should be more explicit and explanatory than the little boy himself when he is actually eating the toffee; when he is stuffed and stuck to his chair with toffee; and is in no mood to symbolize gratitude except by greed. One would not ask of him even a lyric cry that might become a hymn of thanksgiving; still less a piece of perfect prose analyzing his own impressions. Little boys should be seen and not heard. In other words, they come to buy toffee, not to praise it. So long as no excessive noises are made in the mastication of that confection, we will excuse the youth from any long oratorical exercises in the way of returning thanks. And a certain amount of this natural disproportion between thrills and thanks is to be allowed for among all young people. The dreary agonies through which many a little boy must be going at this moment, in order to write three lines of thanks to his grandmother who gave him the toffee, is in itself no reflection on the toffee. Gratitude, being nearly the greatest of human duties, is also nearly the most difficult. And as grown-up people hardly ever think of being grateful for the sun and moon and their own souls and bodies, it is easy to excuse the immature for finding it difficult to say thank you for a bag of sweets. Only, as I say, when all these allowances have been made, there is still a disproportion between the promises of any such great symbolic feast and the strange fulfilment of the promise. And it is connected with a certain commercial habit of certain people promising everything or anything, so that the other people have a tendency to thank them for nothing. There is a sort of silence about the absorption of many modern things, as compared with the loud shouts that heralded their arrival.
I cannot help suspecting that in this there is a snag about what is enthusiastically called the Art of Salesmanship. I do not say that salesmanship cannot be an art; nor do I say that it has become too artful. Yet it is not its foes but its friends who are always hinting that it does not mean making people buy what they do not want. A transaction of that sort would fully explain the happy noises of the opening negotiations as compared with the silence afterwards. It is the triumph of the salesman that he has made the customer realize that he has long needed an electric tooth-brush or a self starting pencil, which he has never heard of before. But it is not always the triumph of the customer when he rightly and gravely considers them afterwards. And it does seem to me that our civilisation is in some degree out of joint, at the precise point of this juncture between the fierce and eager supply and the somewhat faint and wavering demand. There is such an impressive pressure of praise and recommendation, on the one side and such a lack of reaction either of protest or praise on the other, that I doubt whether the consumer is contributing enough constructive criticism to the State. After all, the original foundation of all trade is the ideas came from the consumer; and that he really did know what he wanted to consume. The dreams and visions of the consumer were then embodied and, as it were, incarnated, in the crafts and arts which fulfilled them. Of course, the craftsmen and the artists did something in detail which the consumer could not do so for himself; but the consumer had done something not in detail but in design. In a sense, he was the architect and they were the builders. But if the architect is to be covered with a totally different sort of building, and told that this is what he really wanted without knowing it, then he is not being housed, but buried. My only point at the moment is that, when all is said, he is now rather silent in his tomb.
I know there is a great difficulty in organising any expression of those who have really got what they liked; chiefly because it would involve the alarming alternative of their expressing themselves about what they did not like. I suppose there never has been a really convincing advertisement of Smith’s Soap or testimonial to Tomkinson’s Tea. For the one really thrilling assertion about Smith’s Soap would be that it is much better than Brown’s Soap; and the one quite convincing commendation of Tomkinson’s Tea would be a testimonial saying “What a relief it was after the absolutely filthy taste of Wilkinson’s Tea.” And this is forbidden by all commercial custom; and I rather fancy even by the law of the land. I do not say for a moment that it would be easy to get a real record of the reception of good things, especially when they are really good; and if the modern world were in that mood, I fancy there would be a longer period of appreciation, and perhaps even some final festival of thanks after the festival of Christmas. Puritans in America established Thanksgiving Day in order to avoid Christmas Day. It would be a real Anglo-American reconciliation to combine the two; and have a Thanksgiving Day for the turkey we had eaten at Christmas.
~G.K. Chesterton: Illustrated London News,’ Dec. 28, 1935.