Putting together last-minute travel plans? Find some last-minute pennies first.

As July winds to a close, it’s time to finalize the details of your late-summer travel plans. Don’t have any? These 10 infographics on where your dollars go should help you to find some extra cash here and there for a plane ticket — or maybe just a few books to help fuel your imagination.

5 Strange Signs the Economy is Improving: Men are buying new underwear with their extra cash.

Health-Care Spending vs. Health: Instead of spending on more and more expensive medical services, we should be eating better and exercising more.

The United States of Broke: A history of American debt.

Top 12 Fastest Growing Occupations: Consider taking up a career in biomedical engineering.

Credit Cards Go Social: Watch out! Credit card companies ramping up their social media strategies.

New Grad’s Guide to Spending and Saving: Some basics for the newest members of the work force.

Wasting Time and Money: Surfing the Internet sucks up more time than you might have thought.

Where Does the Money Go?: Housing takes up the most of the average consumer’s income.

A Shopper’s High: Does it really exist?

2012: Assuming the Mayans were Right: You have an emergency fund. Do you have an end of the world bucket list fund?

Image: _J_D_R

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I never liked the term “Black Friday.” It makes me think of evil and bad things like the Black September terrorist outfit of the 1970s or the “Black Tuesday” stock market crash that ushered in the Great Depression. Moreover, it seems odd to me that marketers would describe a shopping day – nay, actually promote a shopping day – with a term that has to do with retail profits (i.e. “getting into the black”) rather than consumers making out well. Who would buy into that?

Well, many of us do. We might second guess them, but marketers know lots of stuff that we don’t. In fact, with access to the latest in neuroscience, it turns out they know stuff about me that I don’t even know. It even has a name: neuromarketing.

Here’s a good definition of the practice from Neuromarketing, a blog focused on the field, authored by consultant Roger Dooley. (Consider that they make no secret about what they’re up to. They don’t have to. They’re that good.)

“Neuromarketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to measure a subject’s response to specific products, packaging, advertising, or other marketing elements… neuromarketing also includes the use of neuroscience research in marketing. For example, using fMRI or other techniques, researchers may find that a particular stimulus causes a consistent response in the brain of test subjects, and that this response is correlated with a desired behavior (e.g., trying something new).”

So what does this mean? That Mad Men are busy figuring out how we subconsciously process product and are tapping into parts of our brain through adverting and marketing techniques that we’re unaware of? Well, of course they are. And they’re getting better at it every day.

According to Denise Corcoran, CEO of The Empowered Business, neuromarketing recognizes that there are three “main parts” to the brain. These include, she writes at Business Know-How:

• “The ‘Human’ (‘New,’ or outer-most) Brain: Most evolved part of the brain known as the cortex. Responsible for logic, learning, language, conscious thoughts and our personalities.
• The ‘Mammalian’ (Middle) Brain: Also known as the limbic system. Deals with our emotions, moods, memory and hormones.
• The ‘Reptilian’ (Old) Brain: Also known as the R Complex controls our basic survival functions, such as hunger, breathing, flight-or-fight reactions and staying out of harm’s way.”

“While neuromarketing is still a young field with many unanswered questions, one finding is clear,” Corcoran says. “The reptilian, or ‘old,’ brain drives your customers’ [heads up people. She’s speaking here to marketers] buying decisions.” This part of the brain, now heavily targeted by in-the-know-how marketers includes, she writes, a sophisticated (not!) focus on emotions triggered by sensory stimuli, simple gain versus pain tradeoffs, and “beginnings and endings.” I’d use terms like “knee-jerk” and “super duper impetuous” to describe my reptile brain. Not really that part of me I want in charge of my wallet.

(Keep in mind, by the way, that we’re not just talking about buying product here. Lots of decisions come made by This Old Brain. Anyone around this last election day? The neuromarketers were.)

So, as we round the shopping mall turn into The Season, what are some examples of how they play us during this last month of the year? Here are two classics designed to plug into our neuro(tic?) habits, according to Dooley:

You want it? We got it! At a ridiculously low price! Just come on down and…

“A staple of Black Friday promotions is the limited quantity loss leader item,” Dooley explains. This is when a store loudly advertises a known-to-be desirable item (say, a flat-screen TV) at an incredibly low price. In fact, so low the store’s going to lose money.  Sound like a good reason to cue up? After all, the advertisements says, “At least 5,000 available chain-wide!”

A lot for a little? “This pitch is neuroeconomic perfection,” he says. “Consumers see the product, and are shocked by the amazingly low price. At the same time, neuroeconomics research tells us that people aren’t good at translating odds and percentages into real-life probabilities… most consumers wouldn’t have a clue that a particular chain might have, say, a thousand stores. And, if every store gets just a few units, the chance of actually being able to buy one is very low. Still, many make the trek into the store early on Black Friday hoping to do just that.”

What’s left behind when the smoke-and-mirrors-screen clears is what Dooley calls “an atmosphere of savings. If people are lining up at 4 AM to buy stuff, the prices must be incredible, right? This savings frenzy may carry over to other products and even infect shoppers not pursuing the limited-supply items.” Wow. Such language! “Atmosphere of savings!” “Frenzy!” “Infect!” I don’t mean to pick on Dooley, who’s just doing his job, but yikes.

But wait! There’s more!

Buy now, pay… well, who cares when? Just buy now!

Another big end-of-the-year play is to promise no payments until next year. Never mind that that might be just a few weeks away. Oh hell, you know that! How about no payments until, say, next summer? Or maybe, “No interest for a year! You can pay it off by then. Can’t ya?”

This is what Dooley calls the “No Payment, No Pain” approach, another “brain-based technique” that minimizes current cash outflow while maximizing overall cash outflow. “The possibility of immediate gratification with very little in the way of ‘paying pain’ will no doubt close more deals. (The mere enabling factor of these offers is important, too; some consumers simply can’t pay for the product in full.)” Again, note that this marketing consultant is talking to The Man (or Men or Women, or whoever wants you cash) and not to you.

So yeah, buy now, pay later. From the mouths of neuromarketers: “Some of these financing offers make sub-prime mortgage lenders look downright sensible and cautious.”

Enough. We and our oh-so-easy-to-read brains get the drift. Many of us are no match for the cross-fire of high-level sales techniques. (As a cha-ching FYI, an estimated $45 billion was spent at retail stores on Friday and $1 billion was spent online Monday.) I say, though, that a little awareness goes a long way. So heads up out there in the marketing kill zone this season. Consider the value of your own (In the) Black January and opposed to surrendering to your inner reptile.

Image: Oran Viriyincy

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Don’t be hating on Scrooge. There might have been some green blood flowing through that iniquitous heart of steel.

True, Ebenezer was a clueless curmudgeon, hardened by celibacy and tortured by a dysfunctional relationship with money. An abusive boss and cynical social recluse, he shunned the caroler’s tin cup and community connection, holing up in his work space and bed chamber, destined to die unloved and alone.

In short, he acted like an ass – an ass with some weird-ass dreams. That’s what you get for eating kidney pie before bed, you old meanie. Any good EcoSalon vegetarian could have told you that.

But in revisiting the new 3-D animated Disney remake of A Christmas Carol with my 10-year-old daughter, Lauren, I detected traces of green in Scrooge’s social gaffes. Once we got past the unnecessary harshness of the production, directed by Robert Zemeckis and starring the agile Jim Carrey, I found a new appreciation for Scrooge’s commendable frugality.

He boasted a spare old house with no central heating and a vintage wardrobe. He steadfastly refused to associate personal happiness with material accumulation. Anyone who subscribes to Ad Busters (including my husband, Edwin) applauds these traits.

It is no coincidence the book, America’s Cheapest Family, is becoming a favorite read as the nation’s recession drags on. We yearn to learn how to be tight wads, too, and not to part so easily with our hard-earned cash.

True, Scrooge also withheld giving emotionally, but it can be challenging giving of one’s soul when its casing has been neglected for decades. A dearth of sex can make us stingy. I’d share my thoughts about this with you, but first I need some sex.

In terms of his anti-social life, I can’t say I blame him for rejecting his nephew’s festive fetes which encouraged insensitive guests to join a rousing guessing game of Charades at someone else’s expense.

There are no excuses for how the boss man treated Tiny Tim’s nice dad, Bob Cratchit, forcing him to work long hours and holidays at a poor wage, except for the fact I see this all the time in the American workforce as over-worked retail cashiers and migrant workers suffer at the hands of the profit-hungry corporate machine.

Perhaps the best argument that Scrooge was not just mean, but also rather green, was his strict no gift policy, a trend that is catching on as a rising number of celebrants choose to pass on amassing more junk they simply don’t need.

Some, like my friend’s 8-year-old son, Samuel, need more prompting than others. His mom, Susanne, convinced him to throw an “eco birthday party” last week (below) with paperless invites, no presents and a fun craft project of constructing a solar car.  In the end, she says, he got the message that sustaining is better than receiving.

Other friends of mine turning 30 or 40 or 50 are happily forgoing gifts and stating so on invitations with notations that say stuff like, “No presents: Your presence is all we need.” There was a funny Curb Your Enthusiasm addressing the issue at a party for an injured Ben Stiller, who was peeved when Larry David took him at his word and nixed the gift. At least old Scrooge withheld with conviction.

Who decided honoring one another requires spending money on new things? Here is a cashmere sweater and a diamond heart pendant to say you are special. Here is an electric razor, a Snuggie, an iPod, to make sure you know.

If you don’t agree Scrooge was a tad green, you might concede that the moral of the Dickens tale qualifies: Giving is a state of mind.

Giving from the heart, not the pocketbook, is the true message of Christmas – the message articulated by Christ and Buddha and other teachers who demonstrated how to be a kinder, gentler, carbon mass.

When Ebenezer turned the corner that fateful Christmas morning and became decidedly present, his new-found sense of positive Karmic energy was the gift that touched his community, even more than the massive goose he bought for the Cratchits or the cash donation he pledged to the needy. A re-birth is always something to celebrate, whether you’re talking about an old dog like Scrooge or the beloved planet.

This is the latest installment in Luanne Bradley’s column, Life in the Green Lane.

Images: Disney, Luanne Bradley, HBO

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The signs seem to be everywhere: We are becoming a more frugal nation that needs to be fed deals and discounts as we plow through increasingly difficult financial times.

According to a new report by the Associated Press, frugality is the now the new norm in America and it stems from necessity. We are working less and earning less while the costs of food, schooling and housing remain pressing obligations we struggle to meet. So everyone seems to be cutting back across the board – white collar, blue collar, affluent, illegal.

The report finds consumer spending will never return to pre-recession levels, unlike what we witnessed after all other recessions since World War II when thriftiness took a back seat to the demand for new cars and shiny goods.

But this recession has taken such a huge bite out of spending and our old ways, Baby Boomers are unlikely to return to the affluenza that got us here in the first place. While the new frugality is good for the family budget and the planet, it is hurting the national economy including everyone associated with the housing market (sellers, contractors, laborers, suppliers) as well as gardeners, handymen and domestics.

And anyone who hangs at the local mall has seen how quiet things are, as shoppers buy what they need and buy it on sale rather than loading up on seasonal items they can do without.

The auto industry has seen a huge decline, from sales of cars and trucks averaging 16 million a year in boom times to a recession level of 10 million a year. The result could be further consolidation among auto makers and a loss of new vehicle taxes that aid state and local governments.

The report cites a Gallup survey taken last month which found seven in 10 Americans are cutting weekly expenses consistently through the summer. This is linked to the worst downturn since the Depression with unemployment currently at 9.7 percent and rising to double digits before the end of the year. Those who have jobs are earning less and have lost sizable percentages of their investment nest eggs.

We have always seen frugal behavior in some Americans, those wise enough to save more than they spend, to reuse what they can, to eat leftovers and take public transportation, turn off the lights and the heat and air whenever possible. Without even knowing it, those people are the real deal when it comes to being green. And now as the rest of us jump onto that bandwagon, they can proudly say, “I told you so.”

Image: timparkinson

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The nation’s retailers will tell you his message of change seems to make good cents. Americans are commemorating Barack Obama’s inauguration the American way, buying up feel-good items with the new leader’s image and slogans to show support.

The supply of Obama buttons, ball caps and Victory Plates peddled online and in city streets is barely meeting the demand, giving a boost to vendors who suffered a dreary holiday retail season.

One Washington lawyer who bought a T-shirt from the Presidential Inaugural Committee store told the New York Times, “America is excited about Obama so this all makes sense because when Americans want to express their excitement, they turn to merchandising.” Spotting $70 tote bags by Diane von Furstenberg and Tory Burch, the lawyer wondered if it could all be part of the stimulus program.

None of it appears to be organic, recycled or whittled from responsibly-planted forests, but from what I can tell, stuff sold at official sites like Store Barak Obama appears to be made in the USA, which I suppose is a start. We greenies can turn to sites like Say It Green to customize our own presidential products.

The upside to collecting the genuine political buttons, stamps and other memorabilia is an investment in the future. They could be worth a great deal some day as vintage memorabilia. And of course, they can be quite meaningful to Americans witnessing a day when we have, indeed, overcome so many biases and obstacles of the past.

If you are looking to buy into the message, you don’t have to travel far. The QVC television shopping network has already sold 100,000 items related to the election according to Dallas News. QVC sees today as a chance to hit a wider consumer audience – and will broadcast live from Washington to push pocket watches and other souvenirs. The host will not just display a flawless French manicure but also dress for success…in a ball gown.

I don’t think I will be whipping out my credit card. I am, however, reading Dreams of my Father, my book group’s current selection, to understand more about the struggles and successes that have shaped the 44th president. I can’t wear it or wave it or drink coffee from it, but in my mind, it’s a $15 well spent.

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