Well, that last Father’s Day ad for a hand-knit tie on Facebook did me in. To another commercial promotion to buy Dad this or that “because he really needs it,” I found myself responding, “Ah, go jump in the lake!” There it was, coming out of my brain, the pearls of sarcastic wisdom I had heard my mother say a thousand times when I was a child. Over the years, her outlook on purchases taught me how to filter out my needs from want.

My interpretation of the less than loving response we received was essentially her saying, “I can’t buy it and you’re not getting it.” It was curt and straightforward, and yes, it stung in that moment, but we got over it. It didn’t mean that she didn’t love us, just that we weren’t about to get whatever we wanted, saw at the store, or thought we needed from the Sears Roebuck catalog. I believe her philosophy made us develop resilience, self-reliance, and creativity. We learned how to deal with the fact that, especially because we had a large family, we couldn’t have everything we wanted.

There are so many occasions where this ‘sweet’ one-liner is appropriate; Mother’s Day, Father’s Day, a birthday — you get the idea. It’s the focused promotional nature of these ads that actually sours the holiday, if one cares to celebrate them. It’s as if buying something is the only way to appreciate the one you love and want to spend time with.

I remember a time, before this craze set in, when holidays were just that and we came together in simpler ways with home-cooked food, games, and laughter. Now there’s the card, the gift, the flowers, the one day only 15% off sale, and on and on. Its offensive and the only logical solution is to respond by saying loudly and in unison — are you with me here? “Ah, go jump in the lake!”

We have the choice to say no, turn off the TV, ignore the ads, and resist the impulse to buy something. Of course, giving gifts can be wonderful and fun, and I myself engage in it. But let it be when we say and not at the whim of an artificial date on the calendar. Let’s enjoy and cherish each other, and bring back that honest and liberating love.