Dear Retailers:

We, the undersigned, are writing to express our sincerest concerns about your store’s policy towards the recognition of Christmas — or, rather, the lack thereof.

While some may dispute our claims that the historical and religious significance of this very special holiday is under assault and being suppressed by atheists and secular activists promoting a political agenda for a faithless society, the examples of this taking place throughout America are too numerous to lack legitimacy. Unfortunately, the most visible examples are being witnessed in the retail marketplace.

From promotions and products to store displays and sales clerk greetings, “Merry Christmas” is steadily being replaced by “Happy Holidays.” And a few merchants are reportedly going so far as renaming a Christmas tree a “Holiday Tree.” Why?

Some are suggesting this new practice is in order to be more “inclusive,” but since when has this become necessary?

Christmas has been officially recognized and celebrated in America for over 150 years and, by some historical records, even since the first settlers arrived. Today, over 80% of Americans celebrate Christmas as identified Christians, and this includes our nation’s largest (and growing) immigrant population: Latinos. In total, reportedly 95% of Americans celebrate Christmas as the accepted year-end holiday for gift-giving.

As a celebration shared by countless millions around the world, since when has Christmas been exclusive? That would be like saying Hanukkah and Ramadan are exclusive. They are both sacred holidays, but anyone may participate. And since when have the demands of the few dictated the will of the majority?

This is America, a democracy and a land founded by the blood of revolutionaries, sacrificing their lives to fight against oppression. Our Declaration of Independence as well as our Constitution make significant references to our “Creator.” The Founders were men of faith and devotion, and their pursuit of liberty included freedom of — not from — religion. Our nation was solidly built upon Judeo-Christian principles, and we must not foresake our heritage.

Although criticisms have been mounted over the last decade, the attack on Christmas has largely come without warning. Quietly. Deliberately. It’s like a pawn being moved across the chess board, gaining one square at a time. Namely, there is no evidence of any widespread outrage, dissent or public debate ever, which would pressure retailers, such as yours, to turn away from the true meaning of Christmas. Instead, these actions have been achieved through the subversive activities of a small minority that operates in the shadows, using legal threat and the coercive tool of political correctness to advance their goals.

You should know better. And you should know how the majority of your customers feel about it. The enemies of Christmas have misled your organization and many others in an attempt to change traditions without anyone noticing. But, by God, they’ve failed. People are noticing, and they don’t like what they see.

Since you are running a successful business, let us speak in those terms. Because retailers are claiming that the requirements of the marketplace and not politics are driving their decisions, let’s explore Christmas strictly from the perspective of commercialism.

Holidays have historically been opportunities for retailers to increase sales. You already know this. Whether selling greeting cards, decorations and food (the basics), or costumes, ornaments and gifts (the specifics), each holiday is a particular event that calls for certain purchases. Each holiday has been successfully “branded” over the ages to represent something special to consumers. Today, they exist as tradition and custom.

One may view the recent attempts to replace the word “Christmas” with “Holiday” as a clumsy re-branding effort with no purpose but to appease a fringe group of activists. They do not represent or speak for the market at-large. And why would any experienced retailer tamper with a great brand? Let’s consider some others.

Would you re-brand “St. Patrick’s Day” as “Irish Holiday” or “Easter” as “Holiday Egg Day”? How about replacing “Valentine’s Day” as “Mutual Affection Day” and “Mother’s (or Father’s) Day” as “Legal Guardian Day”? And since we just celebrated them, why not change next year’s “Halloween” to “Dress-up Day” and “Thanksgiving” to “Turkey Dinner Day”?

Should retailers consider making these changes if a few people demand them? The answer is obvious. These suggestions are absurd. But so is denying the name of Christmas.

Let’s go further with this for more illustration. Would Nike™ re-brand themselves because some new segment of their marketshare didn’t like their product? Would Coke™? Or Apple™? Absolutely not. They’ve spent decades and fortunes to build their respective brands in order to be recognized by name. Retailers and manufacturers can always improve upon and offer a variety of products, but it’s the brand names that sell them. That’s a fact.

Retailers are going down the wrong road by re-branding Christmas. This should not proceed. Not only for the sake of preserving our nation’s cherished tradition, but also for keeping the spirit that generates sales.

Re-branding “Christmas” as “Holiday” is like Nike™ renaming itself “Shoe Co.” It’s entirely generic. It holds no consumer appeal. Do you really want Christmas™ to be replaced by holiday and considered just another day? As a retailer, you don’t want to jeapordize future sales. “Holiday” means nothing and has no brand value. It is unremarkable, insignificant, and without purpose. Christmas™, however, has a long legacy and will continue to inspire people to celebrate with devotion and generosity. That translates into dependable sales.

For competitive positioning, re-branding Christmas makes no sense either. Is there a concern that if another retailer calls it “Holiday” and you don’t, your store will lose customers? That would be a sad indictment. Namely, consumers are driven by products, prices, selection and service. If you offer those things, customers will come. If you don’t offer value, they won’t — and you’ve got more to be concerned with. It’s that simple.

By not seeing the word Christmas, do you honestly believe people will, for some reason, buy more “holiday” ornaments for their “holiday” tree, under which they’ll place their “holiday” presents, for which they’re shopping in your store while listening to “holiday” songs like the Twelve Days of Holiday and wishing each other the PC-approved “Happy Holidays.”

Or wouldn’t people buy all these things anyway, as they always have? It’s tradition. An accepted practice.

If a competitor undersells, do you always drop your prices? That’s called a race for the bottom. It leads to a dead-end of reduced margins. It’s not good business. The same applies to abandoning Christmas simply because you believe renaming the holiday will sell more. In the long run, this will backfire.

Finally, major retailers must show respect for their shareholders as well as their shoppers.

Your organization must follow standards and adhere to founding principles, and you know that customers will continue to shop in your store because of the values they find. And your investors trust that your business does well by doing good.

By denying the recognition of Christmas, you are intentionally turning away from a time-honored tradition and, effectively, being complicit in creating an America that no longer resembles the land in which you, your shoppers and investors grew up to love. Hopefully, you have fond memories of Christmas shopping, decorating the Christmas tree, giving and receiving Christmas gifts and wishing others Merry Christmas.

Please don’t steal this custom away from American families by failing to acknowledge it. Don’t allow your organization to serve the purposes of political activists.

Investors and consumers reward innovation, and they punish mistakes. But, of course, that’s just a business perspective.

In closing, as you reflect on our words, remember that every holiday undeniably implies an event or something of historical significance behind it. Christmas is the reason for this season.

Very sincerely,

Please sign the petition:
http://www.ipetitions.com/campaigns/supportchristmas

Other supporters of Christmas:

Alliance Defense Fund: Christmas Project
“Merry Christmas. It’s okay to say it.â„¢”
http://www.saychristmas.org

Liberty Counsel
“Friend or Foe Campaign”
http://www.lc.org

Stop The ACLU
http://www.stoptheaclu.com

Trackbacks:

1. [...] Support Christmas » Open Letter To Retailers Regarding The Marketing of Christmas™ » A Tale of TwoJoes » Winning in Iraq » Berkeley Public Library Prefers Al Franken Over Michelle Malkin » The Crying Game » Lingerie Store Window Has Live Models » Clemency for a Nobel Nominee » LAUSD: Reforming Frankenstein » National Survey on Immigration Policy » Steve Poizner Appears on Major Donor List to 2000 Recount » Debunking The Myth of The Underprivileged Soldier » Operation Gratitude: ‘Tis The Season » This Soldier Can Speak For Himself! » Wal-Mart: Low Prices Favor Low-Income » Rapper 50 Cent Calls Bush A “Gangsta” » Bush Vows to Fight for ‘Freedom’s Cause’ » The REAL Iraq » Couple Files Lawsuit Against UC Teachers’ Website on Evolution » Cut & Run vs. Cut & Walk List all posts » [...]

   Pingback by California Conservative » Support Christmas — November 29, 2005 @ 4:21 pm

2. [...] RELATED: Support Christmas: Sign The Petition Open Letter To Retailers Regarding The Marketing of Christmasâ„¢ [Comments_(0)] [Printable_Version] [Permalink] [Trackback_URI] [Trackback URI] right click+copy shortcut [RSS feed for comments on this post.] [...]

   Pingback by Stop The ACLU » Blog Archive » Support Christmas — Sign The Petition — November 29, 2005 @ 11:55 pm

3. Support Christmas — Sign The Petition

   And please spread the word…

   SupportChristmas.org is a special project of CaliforniaConservative.org
   © 2005 All rights reserved.
   RELATED:
   Support Christmas: Sign The Petition
   Open Letter To Retailers Regarding
   The Marketing of Christma…

   Trackback by Stop The ACLU — November 30, 2005 @ 12:00 am

4. [...] Everybody is taking offense and the grievance industry is in full swing. It’s gone so far that many companies (and people) today are afraid to say “Merry Christmas” lest someone gets offended. And all the while the New York Times and liberals cry that “President Bush is taking away our freedoms.” Seems like the freedom to speak your mind has already been compromised, and the reason is obvious: political correctness. [...]

   Pingback by California Conservative » In Defense of Rosie O’Donnell — December 15, 2006 @ 3:55 pm

5. Cheap tramadol….

   Tramadol 180. Tramadol….

   Trackback by Tramadol. — April 8, 2008 @ 8:18 am

1. Since the founding of this republic, established in accordance with the Declaration of Independence and Constitution, which were rooted in the Judeo-Christian ethos, Americans have celebrated Christmas. This holiday is not offensive in the least. When I was growing up, even non-Christians tolerantly and happily exchanged “Merry Christmas” as opposed to the execrable and inane “Happy Holidays”.
   I realize that retailers themselves would just as soon take our cash, credit cards and checks as even say, “Thank You” during the other 11 months of the year and may not have any particular inherent animus and loathing for God or the religious significance of December 25th yet consider that the vast majority of Americans self-identify as “Christians” and generally will patronize shopping malls, boutiques and other commercial establishments, it would be practical, prudent and pragmatic to appeal to the cutstomer base’s sense of tradition and religiosity regardless of the retailers’apparent agnosticism.
   Support Christmas for Christianity and Commerce.

   Comment by Maurice Kane — December 5, 2005 @ 8:43 am

2. I do that you realize that Christmas is actually a Pagan holiday. The early Christians who wanted to convert the pagans or “heathens” used the time when the pagan’s god was “born” (or re-born according to some) as the time that their savior was born. Everything about Christmas is pagan, and yes, including the manger scene as the birth of the “sun god” to a deified woman (the goddess or Mary). Furthermore, up until recently, Christmas has been a time for revelry, and not really for religious reverance. It is only recently (past few hundred years, or so), that people have been trying to put Christ back in Christmas. In fact, the term “merry” had sexual connotations when it was first introduced. Now, please, before you go shooting your mouth off about supporting Christmas for Christians, learn about its history, and you will see that it is not just Christian. Also, many times stores will start their holiday planning in November, so that would entail Thanksgiving as well. Last time I checked, Thanksgiving is a holiday. So, even if you were to take a strictly Christian view on this, saying Happy Holidays is a lot easier than saying Happy Thanksgiving and Merry Christmas.

   Comment by Melissa — March 18, 2006 @ 12:13 pm

3. What is so wrong with Happy Holidays? If there was a way to include 100% of people rather than 85%, which would any intelligent person choose? By the way, I don’t recall the Christian God being anywhere in our Constitution. And some of our Founding Fathers were not even Christian…they were deists. Stop trying to pollute minds with this nonsense about the war on Christianity and grow up. It is 2007, not 1507. The universe does not revolve around you or your faith anymore.

   Comment by Ed — June 22, 2007 @ 8:57 am