A man has just opened his newspaper and pulled out a bundle of leaflets. He then says:
「いっぱい広告が入ってるなァ。お歳暮も大変だよなァ」
It's full of adverts. The year-end gifts are (also?) great/terrible.
I've never properly understood 大変. How do I know if the man is happy or upset by the year-end gifts? My guess is that he's not happy because leaflets in newspapers are a pain, but it's not clear to me at all.