Every holiday season brings its own collection of trends, marketing strategies, and cultural conversations. Yet this year, one development is standing out across the American retail landscape: a noticeable shift back to the traditional greeting “Merry Christmas.” Ten of the country’s largest and most recognizable retail chains are intentionally embracing the phrase after years of relying primarily on the broader, neutral “Happy Holidays.” This move goes beyond a simple change in wording—it reflects a return to holiday traditions many shoppers remember from earlier decades and possibly a reassessment of how retailers connect emotionally with their customers.
These companies are not niche brands or small businesses testing out an unconventional idea. They represent major national chains with enormous customer reach and substantial influence on seasonal shopping trends. Included in this group are Hobby Lobby, Belk, Nordstrom, Home Depot, Walmart, Macy’s, JCPenney, Bass Pro Shops, Lowe’s, and Toys “R” Us. Each one has chosen to incorporate “Merry Christmas” more visibly into their marketing materials, store displays, in-person greetings, digital communication, and promotional campaigns. The decision marks a collective pivot toward highlighting Christmas in a direct and familiar way.
For years, retailers across the country opted for inclusive, all-encompassing holiday language. This approach was meant to acknowledge the diversity of celebrations observed during the winter months. “Happy Holidays” allowed stores to greet customers without specifying any one tradition, covering everything from Christmas to Hanukkah to New Year’s Day. But neutral phrasing also created a broad, somewhat generalized seasonal identity—one that didn’t always reflect the emotional and cultural associations many customers had with December shopping experiences.
This year, however, the article suggests a unified desire among major retailers to bring back the classic Christmas greeting. While the companies may not have coordinated formally, the consistent pattern points to a shared understanding of what shoppers may be looking for: warmth, tradition, clarity, and a sense of festive spirit rooted in familiar expressions.
Why Retailers Are Making the Shift
Retailers have always been highly attentive to customer sentiment. From product placement to store design to advertising language, businesses continuously adapt based on what resonates most with the people who walk through their doors. This year’s renewed emphasis on “Merry Christmas” appears to stem from several overlapping factors that influence shopping behavior and the overall holiday retail experience.
1. Nostalgia and Emotional Connection
The holiday season is driven by emotions perhaps more than any other time of year. Memories of family gatherings, classic holiday movies, decorations, and traditions often shape how shoppers feel when they enter a store. “Merry Christmas” taps into this emotional landscape. For many people, the phrase evokes childhood memories, past shopping trips, and the atmosphere that once dominated malls and department stores.
Retailers understand the power of nostalgia. They know customers are more likely to engage with brands that help them feel grounded, comforted, or reminded of simpler times. The return to traditional greetings aligns with this understanding.
2. A Desire for Clear Seasonal Identity
In recent years, holiday marketing has leaned heavily into broad winter themes—snowflakes, stars, abstract designs, and inclusive messages. While inclusive language remains valuable and appreciated, some customers felt that the more general messaging lacked the personality and excitement associated with the Christmas season.
By focusing on “Merry Christmas,” retailers are emphasizing a clearer identity for their stores during December. This helps create a more defined theme, which can make decorations more visually cohesive and marketing more impactful.
3. Responding to Customer Feedback
Retailers collect vast amounts of data. Surveys, online comments, customer service interactions, loyalty programs, and social media engagement all provide insights into shopper preferences. Over recent years, many customers have expressed a desire for a more traditional holiday environment—one that feels grounded in long-standing customs rather than neutralized by broad messaging.
Some of the companies adopting the greeting, such as Hobby Lobby and Bass Pro Shops, already leaned strongly into Christmas-specific themes. Others, like Macy’s and Nordstrom, have been more cautious in the past. Their return to “Merry Christmas” suggests they may be responding to increasing customer interest in more traditional holiday expressions.
4. Differentiation in a Competitive Market
Holiday retail is intensely competitive. Brands continually seek ways to stand out and cultivate loyalty. Bringing back a traditional greeting may help certain companies differentiate themselves and create a more memorable shopping atmosphere.
What This Change Looks Like Inside Stores
The shift isn’t just happening in words. Across these retailers, the decision to highlight “Merry Christmas” is visible in multiple elements of the in-store and digital shopping experience. Walking through these stores, customers may notice a variety of new or expanded festive features.
Classic Christmas Decorations
Holiday décor in many stores is now leaning more heavily into traditional color palettes—rich reds, deep greens, gold accents, twinkling lights, wreaths, garlands, and ornament displays. These elements create a warm and recognizable Christmas aesthetic that aligns with the renewed greeting.
Signage and Store Messaging
Signs throughout the stores—from entrance displays to aisle banners to checkout counters—now feature the phrase “Merry Christmas.” This messaging is typically paired with imagery associated with the holiday, helping reinforce the store’s festive atmosphere.
Holiday Music and Soundtracks
In many locations, the playlists feature well-known Christmas songs, including classic carols and seasonal favorites. Music has long been a powerful tool for shaping the shopping environment, influencing mood, pacing, and emotional engagement.
Staff Greetings and Customer Interactions
Employees in several of these stores have been encouraged or permitted to greet customers with “Merry Christmas” when appropriate. This adds a personal touch that reflects the store’s seasonal messaging and aligns with the atmosphere retailers are working to create.
How the Shift Appears Online
The transition to Christmas-specific language isn’t limited to physical stores. It is also evident on company websites, social media accounts, and digital marketing materials.
Website Banners and Holiday Pages
Instead of generalized holiday headers such as “Season’s Savings” or “Holiday Deals,” many retailers are displaying banners that directly reference Christmas, whether through text or visual design.
Email Marketing and Newsletters
Promotional emails now often include the phrase “Merry Christmas” in subject lines or opening messages. This approach helps reinforce the brand’s festive theme and creates consistency across communication channels.
Social Media Posts
On platforms such as Instagram, Facebook, and X, retailers are sharing Christmas-themed announcements, gift guides, countdowns, and special offers. These posts frequently feature the phrase “Merry Christmas,” further emphasizing the seasonal focus.
Inclusivity and Respect for All Celebrations
Even as these companies highlight Christmas, the shift is not intended to exclude or diminish other winter holidays. The renewed emphasis simply reflects a strategic focus on the tradition that holds the most cultural and economic presence within U.S. retail. Many brands continue to acknowledge other celebrations through dedicated displays, product lines, or secondary messages.
Customers remain free to use whatever holiday greeting aligns with their own traditions, comfort, and beliefs. The presence of “Merry Christmas” in retail settings does not obligate shoppers to adopt the same phrase; it simply reintroduces a familiar expression that many people associate with December shopping.
How Customers Are Responding
Early feedback from shoppers suggests a mix of reactions, though many customers appear to appreciate the return to tradition. For those who grew up hearing “Merry Christmas” during every shopping trip in December, the phrase brings back a sense of comfort and familiarity.
Others who prefer neutral greetings still have the ability to use any phrasing they choose. The change does not limit expression—it simply expands options.
The article encourages shoppers to join in the festive atmosphere and feel welcome to respond in kind when greeted with “Merry Christmas.” This is presented as a way to enhance the shared holiday experience and build a sense of community during the season.
Possible Influence on Other Retailers
Because retail is a highly competitive industry, the decisions of major players often influence broader trends. If this year’s emphasis on “Merry Christmas” results in higher customer engagement, increased foot traffic, or greater seasonal sales, other corporations may consider adopting a similar approach next year.
Retailers monitor each other closely, especially during the holiday shopping season. A move by ten major chains sets a precedent that smaller or mid-size brands will likely observe with interest.
What This Movement Represents Culturally
The return to “Merry Christmas” is not framed as a cultural conflict or political stance in the article; instead, it signifies a renewed appreciation for tradition and customer sentiment. It shows that retailers value the emotional dimension of the holiday season and are willing to adjust their strategies to reflect what customers find meaningful.
This action reflects several broader cultural themes:
A desire for familiarity during uncertain times
People often gravitate toward recognizable traditions when experiencing social, economic, or cultural shifts.
A renewed interest in classic holiday experiences
Many individuals are seeking ways to reconnect with the holiday customs they enjoyed in the past.
A preference for clear, specific seasonal messaging
Direct holiday language can create a stronger emotional response than generalized phrasing.
Conclusion: A Holiday Season Shaped by Tradition
The decision by ten major national retailers to revive the greeting “Merry Christmas” demonstrates a thoughtful recalibration of holiday messaging. By returning to a phrase deeply embedded in American holiday culture, these brands are highlighting the value of tradition, emotional connection, and customer preference.
This year’s shift represents more than a marketing adjustment—it reflects a broader recognition of what shoppers are seeking during the most festive time of the year. Whether individuals embrace the greeting themselves or continue to use neutral expressions, the renewed presence of “Merry Christmas” adds a recognizable and nostalgic note to the retail experience.
As December progresses, the impact of this shift will become clearer. For now, the message these retailers are sending is simple, warm, and familiar: they want to create a holiday season that feels inviting, festive, and reminiscent of the celebrations many people remember fondly. And for countless shoppers, hearing “Merry Christmas” again in stores may be a meaningful part of that experience.