Merry Christmas

In 2005, there was a lot of controversy concerning business use of “Christmas" in customer greetings, well-wishing or marketing. Now I may be a bit old fashioned, but there are maxims to live by like "If it ain’t broke, don’t fix it." The sentiment in Christmas isn’t broken, so hold off on your repair plans.

"Merry Christmas" has been used as a greeting in America for roughly 220 years. Sure, it has become commercialized to a degree. Some say a huge degree. And there are those who think the real reason for the season is being lost and forgotten. But the point is that several retailers are wimping out and are hesitant to use Christmas in their marketing this season, claming that they don’t wish to offend. Offend who? is the question.

Merry Christmas Well-wishing Again

Federated learned the lesson the hard way last year. They took Christmas out of their marketing and sales plummetted. Seems that consumers didn’t like marketers messing with their holiday.

Now Target, Sears and Kmart are reversing their policy and putting “Christmas” back in the season, the result of a threatened boycott of the stores by the American Family Association, a pro-family organization from Tupelo, Mississippi. Can Wal-Mart be far behind? Probably not.

Don’t Follow Bigger Retailers‘ Example

Wal-Mart still heads a list of companies who removed “Christmas” from advertising or in-store promotions, including Best Buy, Nordstrom, Office Max and Staples. Does this mean that you as a small business owner should follow the example set by the Big Boys?

Hardly. Continue to use those traditional sentiments, greetings and promotions that have worked in the past. There will be some sales fallout from consumers upset about the tactic at larger stores, but I don’t see an impact large enough to force the major retailers to halt mid-stream and reverse themselves. Think about what you offer and your customer base. There’s nothing wrong with wishing shoppers Happy Holidays but don’t order your staff to keep mum about Merry Christmas and force them into rebellion. This is a silly idea whose time has not come.

Develop Your Own Merry Christmas Policy

No matter what approach you take this season, you’ll end up explaining and paying for your decision one way or another. You can avoid this politically incorrect and questionable seasonal culture war by listening to your customers and employees. If they see you bending to the pressure of the times, they’ll think you're weak. Use common sense. There are businesses where the use of Merry Christmas would not be appropriate. You’d never use “Happy Hanukkah” to certain ethnic groups. Ditto with “Happy Kwanzaa,“ “Ramadan Greetings” or the like. “Season’s Greetings” or “Happy Holidays” or “Have a Blessed Season” should cover it.

Will Shoppers Be Offended?

Since the greeting and well-wishing has been around for so long, do you actually think that a majority of folks are going to mind if you wish them well for the holiday season? If they don’t celebrate, they may tell you, but most folks will appreciate the warmth if the greetings are genuinely given. Baby boomers still remember simpler times and they have a lot of money to spend where they feel appreciated.

Christmas From 34th Street

There’s an old story about the real Santa Claus being hired for a Macy’s Thanksgiving Day parade and the controversy generated by a certain Mr. Shellhammer’s short-sighted thinking regarding the old gentleman wanting to do nothing but good during the season. Shellhammer tried to remove Santa from Macys and Macy’s customers thought this a stupid thing to do. What saved Santa was the United States Postal Service delivery of thousands of letters to Santa at the courthouse, proving proof of his identity. Justice was served. Santa was set free. Shellhammer was fired and life went on.

This year we have more Shellhammers working in major retailer marketing departments. Their short-sighted thinking will cost the stores more than a few sales. There will be some lingering ill-will come next year. Perhaps the solution would be a massive promotional campaign, boosting online shopping or creating a rush to local retailers who still cater to their customers, and not listening to someone plucking his eyebrows while sitting in a high tower somewhere in Big Retail Land.

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