Something curious is happening in American stores this holiday season.
Across major retail chains, a familiar phrase—once nearly retired—is making a comeback. While some see this as a simple marketing update, others wonder if there’s a deeper reason behind the coordinated shift. Could retailers be responding to unseen pressures, cultural debates, or consumer demands that haven’t been fully disclosed? The timing and scale of this change certainly invite a closer look.
Every holiday season brings new trends, marketing strategies, and cultural discussions. This year, one development has drawn particular attention in U.S. retail: a deliberate return to the greeting “Merry Christmas.” Ten of the country’s largest retail chains are reintroducing the phrase after years of predominantly using the neutral “Happy Holidays.”
This change is more than mere wording; it signals a renewed focus on holiday tradition and an effort to emotionally connect with customers. The companies involved—Hobby Lobby, Belk, Nordstrom, Home Depot, Walmart, Macy’s, JCPenney, Bass Pro Shops, Lowe’s, and Toys “R” Us—represent major national brands with extensive reach and influence. Across marketing campaigns, store displays, and digital communication, these retailers are making “Merry Christmas” a central feature of the holiday experience.
In recent decades, many stores opted for inclusive, non-specific greetings to acknowledge the variety of winter celebrations, from Hanukkah to New Year’s. “Happy Holidays” became a convenient, neutral phrase but sometimes lacked the emotional resonance that traditional December messaging carried.
This year, however, a trend has emerged among major retailers to restore the classic greeting. While not necessarily coordinated, the consistency across these brands suggests a shared understanding of what resonates with shoppers: warmth, clarity, tradition, and a festive atmosphere.
Why Retailers Are Shifting Back
Retailers constantly monitor customer sentiment, adjusting everything from advertising language to store décor. The return of “Merry Christmas” appears influenced by several overlapping factors:
Nostalgia and Emotional Resonance
The holiday season is strongly tied to emotion. Memories of family gatherings, classic holiday films, and traditional decorations shape how shoppers feel in stores. “Merry Christmas” evokes these experiences for many, creating a sense of comfort and familiarity. Retailers recognize that nostalgia can enhance customer engagement and brand loyalty.
Clear Seasonal Identity
In recent years, holiday marketing has leaned toward general winter themes—snowflakes, stars, abstract designs, and inclusive language. While valued, this approach sometimes lacked personality. By emphasizing “Merry Christmas,” stores create a distinct identity, enhancing décor coherence and marketing impact.
Responding to Feedback
Through surveys, social media, and customer interactions, retailers gather feedback on seasonal preferences. Many shoppers have expressed interest in a more traditional holiday atmosphere. Some brands, like Hobby Lobby and Bass Pro Shops, already emphasize Christmas themes, while others, including Macy’s and Nordstrom, are reintroducing the greeting in response to growing demand.
Competitive Differentiation
Holiday retail is fiercely competitive. Highlighting a traditional greeting can help brands stand out, creating a memorable and emotionally engaging shopping experience.
How the Shift Appears in Stores
The change goes beyond words. Customers notice it in multiple store elements:
Traditional Decorations: Rich reds, deep greens, gold accents, twinkling lights, wreaths, and garlands dominate the holiday décor.
Signage: Entrance displays, aisle banners, and checkout counters prominently feature “Merry Christmas.”
Music: Playlists include classic carols and seasonal favorites, enhancing the festive atmosphere.
Staff Greetings: Employees are encouraged to use “Merry Christmas,” adding a personal touch consistent with the store’s seasonal messaging.
Online Presence
Retailers are also updating digital communications:
Websites: Holiday banners now explicitly reference Christmas.
Email Campaigns: Promotional emails frequently include “Merry Christmas” in subject lines and opening lines.
Social Media: Posts feature Christmas-themed announcements, gift guides, and seasonal promotions using the classic greeting.
Inclusivity remains a consideration. The return of “Merry Christmas” does not exclude other celebrations, and customers can still use greetings that reflect their own traditions.
Customer Reactions
Early responses are mixed but largely positive. Many shoppers appreciate the nostalgic, traditional feel, while those preferring neutral greetings are unaffected. The change simply expands festive expression and encourages shared holiday experiences.
Broader Implications
Retail trends often influence industry-wide practices. If the reintroduction of “Merry Christmas” leads to higher engagement and sales, other companies may follow suit in coming years. This movement reflects a cultural appreciation for tradition, customer sentiment, and a desire for emotionally resonant holiday experiences.
Conclusion
The return of “Merry Christmas” in ten major U.S. retailers signals more than a marketing tweak—it represents a deliberate embrace of tradition, nostalgia, and emotional connection. By reintroducing a phrase deeply rooted in holiday culture, brands are creating a familiar and welcoming atmosphere for shoppers. While customers remain free to use any greeting, the renewed presence of “Merry Christmas” adds warmth, clarity, and festive spirit to the shopping experience. As the season unfolds, this trend may shape how other retailers approach holiday messaging in years to come.