'Christmas' returns to stores

Reacting to criticism, Wal-Mart, others shift from 'Happy Holidays'

Janet Forgrieve, Rocky Mountain News

Published November 10, 2006 at midnight

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Wal-Mart made clear Thursday that it's kicking off the "Christmas" season.

Wal-Mart Stores Inc. and other retailers are giving the holiday's name top billing once more, replacing the presumably more politically correct and recently -ubiquitous "Happy Holidays."

The moves come after criticism last season by Christian groups, angry and worried that in losing the greeting, the stores were weakening the holiday's meaning.

Minneapolis-based Target Corp. was criticized early last season by the Tupelo, Miss.-based American Family Association for using the phrase "Happy Holidays" in advertising.

Later ads, planned before the start of the season, offered up "Merry Christmas," and shoppers will see more of that this year, Target spokeswoman Brie Heath said.

"Last year's theme was the holiday season as a whole," Heath said. "In the end, when we got closer to Christmas, it was Merry Christmas. Almost every spot except for one will be tagged with Merry Christmas this year."

The store also stocks items to help customers celebrate Hanukkah and Kwanzaa, and tries to be as inclusive as possible of all the holidays customers might keep, Heath said.

Bentonville, Ark.-based Wal-Mart is encouraging employees to offer up whichever holiday greetings are more comfortable or appropriate, from "Merry Christmas" to "Happy Kwanzaa."

Target has issued no greeting guidelines to its employees, Heath said.

"Team members can say whatever they feel is appropriate to guests," she said.

At Denver's Cherry Creek Shopping Center, Lisa Herzlich is heading into her 15th holiday season as marketing director and sees the issue as a recent one.

"I think it's just been the past few years that people have tried to figure out what's politically correct and inclusive," Herzlich said.

"I think all the reasons for wanting have the right terminology is to be sensitive to people."

The mall's policy is to generally refer to the period between November and January as the "holiday season," she said.

Still, the center boasts a Christmas tree, not a holiday tree, and Santa has been known to wish the kids "Merry Christmas," she said.

Park Meadows mall in Lone Tree also favors "Happy Holidays" but doesn't shy away from recognizing that its shoppers celebrate different holidays, including Christmas and Hanukkah, marketing director Stephanie Jackson said.

"It's such a joyous time of the year, our message is to promote more of a Colorado holiday experience, whatever that might be for the individual - whether it's time off with the family, celebrating moments at home for Thanksgiving, planning for a vacation skiing or a cruise, or celebrating Christmas or Hanukkah or Kwanzaa," Jackson said.

Other retailers, including department store chains Macy's and Kohl's, have said they're adding more Merry Christmas in their in-store marketing and ad campaigns.

Kohl's is emphasizing Christmas this year in its TV, print and radio advertising, according to Vicki Shamion, a Kohl's spokeswoman.

Not every retailer is embracing the change, though.

"We are going to continue to use the term holiday because there are several holidays throughout that time period, and we certainly need to be respectful of all of them," said Dawn Bryant, a spokeswoman at Best Buy Co. Inc., whose advertising omits any reference to Christmas.

And at Neiman Marcus, which turns 100 next year, tradition reigns without customer complaint, said Nancy Sagar, public relations manager for the store in Cherry Creek.

"It's holiday. It's always been holiday. Our Christmas Book is our Christmas Book, but everything else is the holidays," she said.

Retailers' 'Christmas' plans

• The return of the Christmas spirit: Wal-Mart on Thursday unrolled its holiday retail plans, and it is all about Christmas. It's a far cry from a year ago when religious and other groups boycotted retailers for downplaying the holiday in favor of the more politically correct generic holiday season.

• The trend has caught on: Macy's plans to have "Merry Christmas" signs in all departments, and all window displays will have Christmas themes. Target is on board, too. Goodbye "holiday music" from last year, and welcome "Christmas music."

We wish you a 'Merry Christmas' . . .

This holiday shopping season, Wal-Mart's specific references to Christmas will include:

• A 60 percent increase in seasonal merchandise selections renamed from "Holiday" and labeled with "Christmas."

• Renaming of the The Holiday Shop to The Christmas Shop, an area with items for shoppers' Christmas decorating needs.

• Addition of "Days till Christmas" countdown signs.

• Customers will see Santa and "Merry Christmas" on gift cards as gift-giving options this Christmas.

• Christmas carols piped in stores throughout the holiday season.

• Employees at Wal-Mart and Sam's Club are being encouraged to greet customers utilizing various glad tidings inclusive of, but not limited to, Merry Christmas, Happy Holidays, Happy Kwanzaa, Happy Hanukkah and Feliz Navidad.

• At Walmart.com, there will be dedicated pages for Christmas and other holidays, including Hanukkah and Kwanzaa.

What's new at other stores

• TARGET

All ads but one will use "Merry Christmas" as a tagline.

Ads in Spanish will wish shoppers "Feliz Navidad."

Some departments will be renamed - for example, what was "Holiday Music" last year becomes "Christmas Music."

• NEIMAN MARCUS

Won't change a thing. After issuing its famous Christmas Book, the rest of the season celebrates "the holidays."

• MACY'S

Adding Christmas signage in all of its department stores.

• KOHL'S

Playing up Christmas this year in its TV, print and radio advertising.