The run up to Easter has been very strange this year. It has been hijacked.
The TV advertising campaigns for the supermarkets have claimed the very long and extended weekend from Good Friday to Easter Monday as a major selling opportunity in order to bolster their trading figures and shareholders confidences and expectations for the soon to be published end of year trading figures. Is it enough that, statistically, one in every eight pounds spent in the UK is with Tesco*?
A cross section of adverts during any commercial break on TV suggests that amongst the national population there will be large scale family feasting in ambitious multi course meals all for under a tenner , the preparation of fish dishes in abundance, bizarre combinations of four bird meats in a single rolled roast and the consumption of gallons of fine wines and tinned beers. If we are to believe the media the above will be conditional on anyone actually being left in their homes with access to a fully equipped catering kitchen and accessories given that the roads and airports are mightily congested with the mass exodus to holiday retreats both at home and abroad. In comparison the marketing of chocolate eggs has been a bit subdued but then again they are a relatively low cost item and the public are well used to bulk buying and well ahead of the festive period.
For an alien visitor to the Christian World the impression given by the media led run up to Easter may also have been one of a gardening and outdoor extravaganza with discounted prices on bicycles, family tent packs and car roof top boxes. The status of Monday as a Bank Holiday may also be confusing within the wider Easter label but does the term Bank Holiday give confidence in the banking system in that the institutions cannot get up to mischief if they are not in their premises or severe misgivings that they may have simply run off for the day with our money on some freakish spending spree on food, drink, vacations, leisure equipment and garden tools.
In fact Easter is all and more of the above. The actual religious significance has been diluted and blurred in the minds and perceptions of the majority but is still there and very strong. The majority just do not realise it.
Shoppers on Good Friday know that they are expected and indeed look forward to the tradition of fish invariably with a side order of chips but may express casual interest at the site of their local church members walking the streets carrying a large wooden crucifix.
Those fighting for a car park space to do a large shop for the long weekend ahead may observe a large church group undertaking a vigil in silence in the open spaces of our towns.
Sunday shoppers chasing the 'Must End Bank Holiday Monday ' Sale bargains may be very surprised to hear raucous singing and the sound of bells and whistles coming from the Parish Church and wider places of worship.
Above all Easter time is a great mixture in emotions and actions from utter despair and rejection through to joy and a feeling of new life and an optimistic future for all. As our local Bishop so aptly put it in a football analogy , even if you get to go only twice a year that does not mean that you are not a supporter...something like that anyway,
Happy Easter.
*source. Man in the bike shop.
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