So what did you really look forward to last week—Thanksgiving or Black Friday? Gorging on turkey surrounded by all those relatives, or the chance to grab a 50 inch plasma TV for $500 at some big box store? Where were you at 12am on Friday morning (or even 8pm on Thanksgiving at some spots)?
Many social critics bemoan the fact that Black Friday is infringing on the “sanctity” of Thanksgiving. But I think it Black Friday is a good thing. Not because I like shopping, though I confess I enjoy a good bargain like the next person and have had my share of Black Friday experiences in the past. Instead, I think Black Friday is good for America because it forces us to confront, in all its cartoonish outlandishness, what we want to stand for as a people. Thanksgiving ought to be the perfect holiday for Jews. After all, offering thanks to God is one of the primary motifs of Jewish prayer, from the very first prayer we utter each morning (Modeh Ani) to our thrice daily prayer of thanksgiving within the amidah; there was even a thanksgiving (“Todah”) offering in Temple times. Plus, what’s more Jewish than gathering family together around a festive meal?
But take a look at what our contemporary Thanksgiving holiday is like in practice. On Thursday afternoon, we sit down and eat gargantuan portions of food, often accompanied by lounging around watching football. Then there is the manic shopping frenzy of Black Friday, a day created to inaugurate the beginning of the holiday shopping period in which retailers offer large savings to get shoppers in the door. Thanksgiving Thursday and Black Friday, as currently experienced, actually share a unifying theme—gluttonous consumption and overindulgence. In fact, it is not surprising that the two days are quickly becoming one; they are, in a sense, consuming each other! A holiday which began in 1621 as a gathering to celebrate a successful harvest, to appreciate what the Pilgrims and Native Americans had, has morphed into an orgy of excess. Consuming a 25 pound turkey with all the trimmings or buying some electronic gadget you don’t even want (because the object you wanted was sold out and you didn’t want to leave empty-handed) may be proof of material success, but it is not the Jewish way to express gratitude.
Judaism calls on us to engage the world not with greed or lust but with a sense of sova, of enoughness. Through our liturgy and the recitation of brakhot, Judaism demands that we appreciate the blessings we enjoy in this world rather than constantly yearning for more. This is the message that Thanksgiving historically conveyed and continues to have the potential to convey. And this is the message that I hope we, as religious leaders, can begin to propagate. There is nothing wrong with buying things we need, and it can be wonderful to gather together with friends and family for a festive meal. But intention matters. Context matters. To paraphrase the late Rabbi Abraham Joshua Heschel, we pray with our feet, not just with our words. And, in the case of Thanksgiving, we can pray not only through what we stand for but also what we abstain from. So as we enter the fray of the holiday shopping season, let’s try to cultivate an appreciation for what we have rather than becoming fixated on what more we can have. In that way we can pay tribute both to our Jewish heritage and to the message that animated the original Thanksgiving so many years ago.