In recent years, the holiday season has sparked discussions around inclusivity and the language of celebration, particularly among major retailers. While some companies have embraced “Happy Holidays” as a way to include diverse seasonal celebrations, others are returning to the traditional “Merry Christmas.” This shift reflects a renewed emphasis on specific customs, with some retail giants opting to bring back the spirit of Christmas by using a more explicit greeting. Here, we’ll explore why these 10 retailers made this choice, the potential impacts on customer experience, and the broader conversation around holiday inclusivity in the retail world.
A Return to Tradition
For many people, “Merry Christmas” carries nostalgic and sentimental value. It’s a phrase that immediately evokes the image of decorated trees, snowy winter scenes, and time with family. Some retailers are now doubling down on this traditional greeting, aiming to create an atmosphere reminiscent of classic holiday celebrations. This choice resonates strongly with customers who associate Christmas with cherished memories and personal meaning, adding to the emotional connection many have with this particular time of year.
Retailers returning to “Merry Christmas” aim to tap into this emotional connection, making their stores feel like a part of customers’ annual traditions. The seasonal greeting isn’t just about words but about bringing people together in a shared experience of joy and festivity.
The Retailers Standing Firm
Among those embracing this change, retailers like Hobby Lobby, Lowe’s, and Walmart are making headlines. Each of these companies has emphasized that their commitment to “Merry Christmas” reflects their dedication to serving customers who celebrate the holiday as part of their own traditions.
In a statement, Hobby Lobby, known for its family-owned, Christian-rooted business model, explained, “We strive to keep Christ in Christmas, and for many of our shoppers, the message of ‘Merry Christmas’ is an important reflection of their values.” This sentiment resonates with shoppers who share these beliefs, offering them a holiday experience that aligns with their traditions and values.
Similarly, Walmart, a retail powerhouse with a wide-reaching customer base, has been known to alternate between both greetings, but in recent years, they’ve leaned toward a more Christmas-focused approach. This subtle shift acknowledges the holiday’s significance for a substantial segment of their customer base.
Why ‘Merry Christmas’ Over ‘Happy Holidays’?
The phrase “Happy Holidays” gained traction as a way to create a more inclusive environment for all celebrations during the winter season, from Hanukkah to Kwanzaa, New Year’s, and beyond. This inclusive phrase is designed to make everyone feel recognized, no matter what they observe during the season. However, “Merry Christmas” holds strong appeal for customers who see the season as a time specifically focused on Christmas, which they regard as a central part of their cultural or religious identity.
The decision by some retailers to return to “Merry Christmas” reflects an understanding of their core customers’ values. This isn’t necessarily an attempt to exclude other traditions but rather to cater to the majority of their customers’ preferences.
Balancing Tradition and Inclusivity
For many companies, choosing “Merry Christmas” over “Happy Holidays” is a calculated decision. Some retail strategists believe that a targeted approach, even if specific, can actually strengthen customer loyalty. By catering to customers who celebrate Christmas, these retailers may foster stronger emotional connections and increase customer retention during the high-stakes holiday shopping season.
That said, it’s a delicate balance. Retailers also risk alienating customers who don’t celebrate Christmas or who prefer a more inclusive greeting. By choosing one phrase over another, companies are inevitably making a statement about their brand values. This statement may attract certain customers while prompting others to shop elsewhere.
The Cultural Impact of Retail Messaging
Retailers’ choices in seasonal greetings reflect broader trends in society. Language has always been a powerful tool in shaping how people perceive each other and their shared spaces. In a multicultural society, the language of the holidays can either be a bridge of inclusion or a divider.
While Christmas is a prominent holiday, a considerable number of people celebrate other holidays or none at all. Acknowledging this diversity, some consumers feel that “Happy Holidays” creates a more inclusive environment. Conversely, for those who view Christmas as a fundamental part of their holiday experience, “Merry Christmas” has a warmth and personal resonance that cannot be replicated.
It’s important to remember that the retail environment has a unique role in reflecting cultural values. The holidays represent a time when people seek comfort, tradition, and joy. Retail messaging can either reinforce these sentiments or foster a sense of exclusion, depending on the phrasing chosen.
Customers’ Response
For some customers, the return of “Merry Christmas” is a breath of fresh air. One customer shared, “Hearing ‘Merry Christmas’ makes me feel that I’m part of a shared celebration. It’s nostalgic and makes the shopping experience a little warmer.” For others, though, the phrase can seem outdated or even exclusionary, as it emphasizes one holiday above others.
Studies show that consumers often feel a stronger connection to brands that align with their personal values. Therefore, the return to “Merry Christmas” may attract loyal shoppers who appreciate the sentiment. However, it may also require retailers to find additional ways to keep non-Christmas shoppers engaged and valued.
A Middle Ground?
Some retailers have chosen to take a more flexible approach by mixing both phrases, ensuring that everyone feels acknowledged. They might use “Merry Christmas” in certain displays and “Happy Holidays” in others. This dual approach allows retailers to cater to a broad audience without fully committing to one message over another.
Such an approach may seem like a safe route, but it can also dilute the impact of either phrase. “Merry Christmas” and “Happy Holidays” each convey different emotional tones, and combining them could create a sense of ambiguity. However, for some brands, this compromise is seen as the best way to maintain harmony in an increasingly diverse customer base.
The Takeaway for Retailers
As the holiday season grows closer, retailers’ choices around seasonal greetings highlight the evolving conversation around tradition and inclusion. For those who prefer “Merry Christmas,” the phrase symbolizes the spirit of the season. For others, “Happy Holidays” represents a respectful nod to a variety of celebrations. The decision isn’t simply about words; it’s about understanding what customers value most.
For now, the shift back to “Merry Christmas” among some retailers suggests a willingness to embrace a more traditional message. Whether this trend will continue or fade remains to be seen, as brands continue to navigate the complex landscape of holiday messaging in a multicultural world.