The annual holiday-display-synchronised-to-Jingle-Bells version of retail therapy turns out to be inflation proof
The writer is a contributing columnist, based in Chicago I’ve always been a pushover for a good “son et lumière” — the kind of sound and light spectacular that used to require a trip to a French château, a far-flung ancient ruin, or at the very least, the Bellagio Las Vegas. Now, however, more and more of my neighbours in suburban Chicago are staging their own homey Midwestern version. I’d feared some might turn off the lights this year for economic reasons.
One local installer quoted me $150-$250 for a 1,000 sq ft home and $500-$1,300 for a 5,000 sq ft residence. Installers say demand is also being driven partly by new “permanent” lights that cost more but remain up all year. They can be customised from a smartphone for every holiday, sporting event or special occasion. Mike Soukup reckons he has spent $2,500-$5,000 over the past seven years to put together a “minimalist” 5,000-bulb light show for his home on the outskirts of Chicago.
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