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April 21, 2021 2 min read

If navigating a global health crisis has taught me anything, it is that time is irrelevant.

Gift giving has always been related to time. A date on a calendar or a period of time set out for us to follow. For those of us on the retail hamster wheel, we are always two seasons ahead, if not more! Valentine’s Day, Mother’s Day, Father’s Day, even Thanksgiving is ingrained in us, as consumers and retailers that, that is when to think about gift giving.

I declare it should not be so! Gift giving should be as natural as waking up in the morning or putting on your socks.

This pandemic has made time irrelevant. Everything that we held dear prior to the world grinding to a halt, seems trivial. The time you wake up, the time you catch your train, an appointment, grocery shopping.

Days have melted into weeks that have merged into months.

If you’re anything like me, I have asked myself, on occasion, what day is it?

So, my point is, why are we enslaved to our calendars? What we were supposed to have accomplished in March is either undone or has been postponed.

It has also taught us that we all need each other.

It is not about you, yourself and your life anymore, your actions have global repercussions.

A curbside visit, a drive by wave and hello, a porch surprise has allowed us to stay connected and express our affection and feelings of gratitude for family, friends and colleagues.

So, why is gifting enslaved to a calendar? I say, February should be an entire month of love notes that leads to a year filled with love and passion. We should honour and show gratitude for our parents each day, not just on one allocated day of the year. Giving thanks should be part of our character.

 Covid 19 has taught us many expensive lessons, not only through the loss of loved ones, bearing the brunt of ignoring health protocols, but also lessons about how we need to live better lives.

Gifting should be a reflex. Not an archaic sense of duty to a fixed date on a calendar.

Give from the heart, Gift from a place of joy, give with gratitude, gift with a sense of wild abandon. Gift like no one asks why…but why not?


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