Secret Santa (or as we call it in Spanish “Amigo Invisible”) in Christmas 2020

Secret Santa used to be a gathering of friends or family where Christmas gifts are exchanged. Typically, there is a maximum budget established beforehand for all participants and, generally, gifts are given with a personal touch.

Today, however, it seems that the current situation of health, social, and economic crisis is going to make everything invisible: shops, markets, celebrations, family gatherings, dinners with friends, party favors, Christmas Eve, New Year's Eve and so on.

So what can we do? We can contribute to the recovery of optimism and reactivation of consumption. Specifically, we are arriving at that time of year when the annual peak in consumption occurs. Unfortunately, this year we are going through a pandemic that is accompanied by a deep social and economic crisis (job losses, business closures, falling GDP ...). This time of the year, was usually when the restaurants were full of company dinners, meetings with friends, family events, and, of course, the time for crowded shopping malls and Christmas markets in squares and streets.

However, in 2020, what do we have? We have a deep concern for the health of our loved ones and of society in general and, unfortunately, we are up to date with the degree of occupation of hospitals and intensive care units. We find territories with perimeter closures so it is not possible to plan the visit of relatives who live in other regions, or to return home to celebrate with family and friends the Christmas holidays. Many employees are telecommuting, we cannot even dream of Christmas drinks, or business dinners. The markets and street markets are prohibited, or with limited capacity in the best of cases.

Against this background it is difficult to feel optimistic, but you have to try!

We appeal to the responsible consumer, who can contribute to the reactivation of his town or neighborhood. No matter how small the expense is. It is important that it´s done in a responsible way, and that´s why now more than ever, we must consume original products.

We must reject the consumption of counterfeits- they destroy jobs, and on numerous occasions, they are operated by mafias related to other crimes such as money laundering or labor exploitation, among others. Counterfeits don't pay the taxes that sustain the welfare state we live in. In addition, you put your health at risk since you do not really know what you are consuming, and you are renouncing your rights as a consumer as well.

On the contrary, legal trade produces many benefits. Legal selling generates an economic flow that helps neighborhoods, towns and cities to prosper economically and socially. If there is a market, more innovative and competitive brands can be created, and therefore, offer better products, more varied and at better prices. As for the life of the neighborhoods and towns, they activate the economy: more flats are rented so the area rises in value. Transport is improved and also, the public services. Legal trade also produces employment, not only in commerce, but also in related sectors, such as transport, distribution, cleaning, hospitality, management and so on. Finally, all this activity generates the payment of taxes that return to the consumer in the form of public services - such as health or education, pensions and social improvements.

If you have doubts about the authenticity of your purchases, here are some tips:

• The price is suspiciously cheap, be wary of bargains

• Product quality is lower than expected, ex. faulty seams or zippers on clothing and leather

• The product smells like glue, plastic or chemicals

• The packaging, labeling and images are of poor quality

• The point of sale is not the normal one for a product of that class ...

• Remember, if it's too good to be true, it probably is.

Let's recover the visibility of commerce in our localities.