Christmas shopping; economy heaven or consumer hell? writes Charlie Cashdan.

Shops open 24 hours, discounts at every turn, Christmas has turned into one giant example of mass consumption and it seems like there is no escape!

All the shops seem to have extended their opening hours this week to squeeze every last penny out of recession weary credit crunchers who feel compelled by constant advertising and in-store signage to spend their last pennies on shiny comestibles.

Shops are rammed, everywhere you tread someone attacks you with a leaflet detailing discounts and offers, someone wants to demonstrate or extol the virtues of something you simply can’t live without and a sea of fake smiles entices you to spend, spend, spend, 24/7.

I think it’s just awful the hours retail staff are expected to work, often being told at the last minute that they have to do till 10 o’clock tomorrow and protests of needing to get home to the kids fall on deaf ears as sales managers are under so much pressure to capitalise on the money-making opportunity which has become the real meaning of Christmas.

I hate feeling forced to consume, like I will be judged if I don’t spend huge amounts of cash buying gifts of a certain value.  I hate to think that the poor person behind the till might be doing a 14-hour day today just so that I can buy my shiny over-priced comestibles whenever I want.

But, there is another side to this which I know only too well as I supply the retail trade and the very existence of this business and hundreds like it depends on people going into those stores and spending their hearts out!

Retail is a driving force behind our economy and millions of jobs depend on its survival.  It’s been such a difficult year for the trade that they have to optimise on Christmas and try to use it to fill big deficits.

We need to spend and keep retail afloat, and my business has certainly benefited from the extended opening hours as stores have asked us to provide extra staff keeping my temping team in work.

The economy needs this, we need people to spend.  My business could go under next year if people don’t keep spending as well as countless retail stores and the businesses who supply them.  That’s a hell of a lot of redundancies.

So basically, I know Christmas is over commercialised and yes it does seem very wrong that stores are opening all these ridiculous hours but we retailers need this.  We need you to spend!  If everyone gave homemade gifts and cards for Christmas millions of us would lose our jobs and homes.

So just try and smile pleasantly when someone tries to sell you something you don’t want, understand the pressure they must be under and spare a thought for all those who have to work horrible shift times.  Gleefully hand over your plastic knowing that you are supporting the economy and helping to secure jobs.  Who would have thought buying a bottle of perfume could be so significant!