You break it, you buy it

Over at Wired there's a story about a fairly stupid anti-consumerism project, Buy Nothing Day. Now I'm as sensitive to the consequences (as well as the benefits) of our ultra commercial consumer culture as just about anyone, but this is just dumb:

The day after Thanksgiving, the busiest shopping day of the year, is fast becoming known as a day of protest. A growing subculture of activists now proclaims the date Buy Nothing Day, and its members challenge themselves and others not to consume on consumerism's busiest day.

So one day of not purchasing is going to do what? Those participating will, at best, just do their shopping before or afterwards. They'll get groceries and gas and whatever else the day before, and they'll buy Christmas presents afterwards. If anything, it means more support for the retail world: the day after Thanksgiving is often marked by the biggest sales of the year, many of which are driven by massive loss-leaders. A smart shopper can often make their way out of a store having paid less for their items than the store did. Of course, Buy From Absurdly Low Sales Only Day just doesn't have that same ring...