Last year, Focus on the Family helped Christmas shoppers across the U.S. by letting them know which major retailers were embracing the use of "Christmas" in their advertising.
This year, we gave retailers an opportunity to communicate their intent months before the shopping began.
In April, Focus on the Family sent certified letters to the CEOs and marketing executives of 33 leading retailers inviting them to share their plans to generously use the term ”Christmas” in their 2008 catalogs and Web publications. We also requested information about their policies regarding in-store use of the term “Merry Christmas.”
In exchange for an early commitment to use the term “Christmas,” we offered to share their decision with our constituents early in the shopping season.
Nine of the 33 retailers replied with enthusiasm and stated their plans to generously use the term “Christmas.” In fact, a number of them intend to increase their use of “Christmas” this year.
The nine that plan to intentionally recognize Christmas are:
Best Buy
Cabela's
Kohl's
Lowe's
Macy's
Nordstrom
Pier 1 Imports
Toys "R" Us
Wal-Mart
[Since original date of publication and prior to Christmas Day, Focus on the Family Action received favorable communications from Bass Pro Shops, JCPenney and Bed, Bath & Beyond.]
We trust these industry leaders will make good on their promise and publish “Christmas-friendly” material as they roll out their catalogs and Web sites. As you observe their “Christmas-friendly” approach, please thank them and patronize their stores. (We have included contact information at the end of this story.)
GAP, Banana Republic and Old Navy were also kind enough to send a reply but did not convey a clear commitment to use the term “Christmas.” Rather, they communicated their intent to approach their marketing in broad and diverse terms. We’ll have to observe and see if what they publish avoids an insulting marginalization of Christmas.
We have not received a reply from the following retailers:
American Eagle
Barnes & Noble
Bloomingdale's
Borders
Circuit City
Crate&Barrel
Dick's Sporting Goods
Dillard's
Eddie Bauer
The Home Depot
KB Toys
Kmart
Lane Bryant
Lands' End
Linens 'n Things
L.L. Bean
Neiman Marcus
Sears
Target
After we review the publications for all 33 retailers, we will publish our ratings. Watch for the complete list and more details on CitizenLink.com.
TAKE ACTION
Since our staff can’t possibly monitor what’s happening in local stores across the country, please let us know what you notice as you visit these 33 retailers. We encourage the utmost respect and kindness, of course, should you offer any feedback to your local stores. You can e-mail us your observations.
As you observe the “Christmas-friendly” approach of these nine retailers, please thank them and patronize their stores.
Best Buy (612) 291-1000
Cabela’s
Kohl’s (262) 703-7000
Lowe's
Macy's (800) 289-6229
Nordstrom
Pier 1 Imports (817) 252-8000
Toys "R" Us (973) 617-4040
Wal-Mart
