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The ardor among marketers for Barack Obama is intensifying with the approach of Inauguration Day, when, it seems, they intend to name him the nation’s new consumer in chief.

Obama’s election set off a boom in merchandise, official or otherwise, that has come to be called Obamabilia. Among the myriad offerings are coins, plaques, plates, clothing, magazines, newspapers, books, posters, DVDs, jewelry, dolls, greeting cards and jigsaw puzzles.

The new items include bottles of Hennessy Cognac, bearing labels that read “44″; commemorative issues of publications like The New Yorker, Newsweek, USA Today and The Washington Post; and T-shirts from the Presidential Inaugural Committee that urge “Be the change…”

And Quaker Oatmeal will host house parties on Tuesday morning in 11 cities — Washington included — where women who write so-called mommy blogs will serve breakfast to friends and other guests before they watch coverage of the ceremonies…

In Washington, Pepsi-Cola will sponsor the inaugural ball of the Creative Coalition, an arts and entertainment advocacy organization, as well as a symposium at Howard University, titled “Refresh the World,” that is to feature participants like Spike Lee, Queen Latifah and the Rev. Al Sharpton.

“Without commenting specifically on the president-elect, it is a cultural moment for everybody,” said Ralph Santana, vice president for colas at Pepsi-Cola North America Beverages in Purchase, New York, “and I do think it transcends politics.”

It doesn’t – however – transcend opportunism. RTFA just in case you missed a potential overpriced souvenir.