Trading in the H word...
Back in the summer months, marketing folks across the country were busily planning end of year campaigns, and asking their agencies, "are we wishing a “Merry Christmas” or “Happy Holidays” to customers this year?
According to a survey by Rasmussen Reports this year, retailers shouldn't be shy about wishing customers a "Merry Christmas" after all.
And so far this year, it seems to be coming true as I’ve noticed "Christmas" used in advertising by Leon’s Canadian Tire, and Staples (in the background music anyway). Is it just me, or are we returing to the more traditional interpretation of December 25th?
Scott Krugman, a spokesman for the National Retail Federation, said the "Merry Christmas" versus "Happy Holidays" debate has been around for a few years now. After asking 1,000 adults in mid-November which they preferred, they found 67 percent of adults prefer the Christmas-specific greeting in seasonal advertising, while only 26 percent want to see "Happy Holidays."
Examples of US retailers from seasons past who tried to use the more secular term come to mind. In 2005, Target stores ditched the use of the word “Christmas” in their advertising materials, but then decided to resume using it after an immense public outcry. Also in 2005, Wal-Mart forbade its employees from wishing customers “Merry Christmas,” opting for the more generic holiday terms. That decision was protested by religious groups including the Catholic League, which boycotted the retail giant. Wal-Mart announced during the following season that it would return to using the word “Christmas.”
As marketers in Canada, we try to be aware, inclusive and never alienate our culturally diverse population. This year's crop of Christmas advertising may be signaling the return to a more traditional advertising styles for the season. Who know - it may also provide the opportuity to advertise Kwaanza, the Festlval of Lights or Passover in mainstream media.
Who knows...but regardless of what term we prefer, it's the idea of Christmas that matters most, so who cares what we call it?
