The cycle of commercialism has become predictable in recent times.

Sure there are a few other occasions that have also become worthy of a commercial campaign over the years – St Patrick’s Day, New Years Eve for example. But it is not hard to see where the real money spinners are.

In fact you need only step into any major supermarket or department store right now to know that Valentine’s Day is just around the corner.

The opportunity for some Easter shopping is equally clear even though the religious celebration is not upon us for almost two months.

Quite obviously good business means marketing in a way that appeals to the customer and making the most of that appeal as soon as possible.

Few would argue that celebrations such as Christmas, Easter, Mother’s and Father’s Day appeal to a broad cross-section of customers.

It is only natural that businesses would target those events for marketing purposes.

For many the often extremely early start to any marketing campaign can be annoying.

The common concern that the true value and meaning of special occasion such as Easter or Christmas is being lost in commercialism is understandable.

But perhaps that is where the consumer needs to keep themselves in check.

The promotion of such events is good business – no doubt there are many people out there who have already bought hot cross buns and maybe even an Easter egg or two.

That early marketing hit also tends to boost the excitement levels for an upcoming special event – especially among youngsters.

It is up to the individual targeted by these very visual commercial enticements to ensure they stay connected to what is impoartant to them about the special occasion being promoted.

Nurturing the the religious background of a celebration or its importance in bringing family together for quality time is a personal responsibility – how commecial you want a special occasion to be depends on you. If you want to spend big that is your choice.

Not allowing yourself to be caught up in the commercial freight train is a matter of preference and self-control. It is one of the challenges of the 21^st century, but then so is surviving in business.