what does "gimmicks" mean?
The loss of helium on Earth would affect society greatly. Defying the perception of it as a novelty substance for parties and "gimmicks".

Question

what does "gimmicks"  mean?
The loss of helium on Earth would affect society greatly. Defying the perception of it as a novelty substance for parties and "gimmicks".

Answer

A "gimmick" is something (a gesture or an object) that is used to attract attention or to stand out, but often serves no other purpose except for that. In this case, they are most likely referring to balloons [at [birthday] parties, for example], which are useful for generating attention and constructing the festive ambiance, but otherwise don't really do anything.

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