Halloween allows Americans to do two things they love: shop and break Puritanical taboos.
Halloween. It’s a holiday anticipated and embraced with equal fervor by kids craving an unmitigated sugar rush, by adults looking for an excuse to dress up like creepily-eroticized pop-culture characters, and by dentists craving sugar-induced high insurance deductibles.
Halloween is a big deal in America today. For a hyper-materialistic society that long ago replaced agricultural rhythms with consumer totems as markers of the seasonal cycles, the first appearance of Halloween paraphernalia in shopping centers signals the transition from summer to fall. Moreover, American society is rife with contradictions created by major disconnects between ideals and reality on issues ranging from marriage, to sex education, to economic mobility. Halloween’s emphasis on duality and the inversion of traditional social customs appeals to Americans caught up in these webs of contradictions because it effectively sanctions misbehavior and the inversion of “traditional” norms. In this respect, Halloween — at least temporarily — validates Milton’s famous line that “it’s better to reign in Hell than to serve in Heaven.”
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The fall harvest maintains a deeply symbolic importance in American culture. It also provides an excuse to drink hard cider.
Americans love the fall season. Every year when September rolls around, a cavalcade of autumnal objects invades every facet of the landscape, filling up cities, towns, villages and farmhouses like so many occupying corncob cossacks, and we welcome them with open arms — and wallets. The symbols of the fall harvest include pumpkins, apples, corn stalks, hay stacks, squashes, scarecrows, and deciduous foliage lighting up the countryside like timber sparklers; flashing copper, orange, gold, and yellow flares to the bemusement of camera-armed Sunday drivers.
As a people seemingly born with an innate need to shamelessly commodify absolutely anything, Americans have turned fall into a multi-million dollar industry. Each year, they celebrate fall by spending piles of cash at orchards, farms, harvest festivals, and at businesses situated along the foliage-lined byways. Even the booze industry has reaped the rewards of Americans’ love affair with autumn, as fall-themed hard ciders have experienced a mini-renaissance alongside the already exploding craft beer market.
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