Every holiday season introduces a wave of new strategies, decorations, slogans, and consumer trends—but this year, a noticeable cultural shift is emerging across the American retail industry. Major brands are returning to the classic holiday greeting “Merry Christmas” after years of favoring the more neutral “Happy Holidays.” This change is not limited to a few isolated stores or specialty shops. Instead, it marks a coordinated movement among some of the largest retail chains in the United States—companies that shape national shopping habits and influence the mood of the season with their holiday campaigns.
A total of ten major retailers—including Walmart, Macy’s, JCPenney, Hobby Lobby, Home Depot, Lowe’s, Nordstrom, Bass Pro Shops, Belk, and Toys “R” Us—have integrated “Merry Christmas” more prominently into their signage, advertisements, digital platforms, and customer interactions. Their return to this traditional greeting signifies a broader shift: a desire to reconnect with holiday nostalgia, create clearer seasonal branding, and align with what many shoppers emotionally associate with December festivities.
For years, the phrase “Happy Holidays” dominated retail language. This inclusive wording was widely adopted to acknowledge the diverse celebrations observed during the winter months. While the intention was positive—embracing all traditions—it also produced a more generic seasonal tone that didn’t always spark the sense of warmth and cultural memory associated with Christmas for many shoppers.
This year’s shift signals something different. It reflects a collective acknowledgment among retailers that traditional expressions still hold deep emotional resonance, and that many Americans appreciate the familiarity and sentiment behind hearing “Merry Christmas” in stores once again.
Why Retailers Are Bringing Back “Merry Christmas”
Retailers rarely make large-scale messaging decisions without clear evidence of consumer sentiment. This renewed focus on “Merry Christmas” emerges from several key factors influencing holiday shopping behavior and brand strategy.
1. The Power of Nostalgia
The holidays are rooted in memory—family traditions, long-standing rituals, seasonal scents, classic movies, and the timeless soundtracks of December. When customers walk into a store decorated with red, green, and gold, they often search for the emotional cues that remind them of childhood traditions or past celebrations.
The phrase “Merry Christmas” is strongly tied to those emotional memories. For many shoppers, it evokes a time when malls were filled with festive displays, Santa photo booths, carolers, and twinkling lights. Retailers understand how nostalgia influences consumer behavior. A familiar greeting can instantly deepen emotional connection and increase brand loyalty.
2. Clearer Holiday Branding
In recent years, holiday marketing leaned into broader winter themes—snowflakes, sparkles, neutral geometric designs, and the phrase “Season’s Greetings.” While these choices were meant to be inclusive, they often resulted in generic branding that lacked the strong emotional punch of traditional Christmas imagery.
By returning to “Merry Christmas,” retailers are creating a distinct seasonal identity that is easier to market and more visually cohesive. This allows for stronger branding across:
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Store displays
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Product packaging
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Television commercials
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Digital campaigns
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In-store signage
The shift provides clear direction for the design and messaging teams responsible for shaping the December shopping experience.
3. Direct Response to Customer Feedback
Retailers gather massive amounts of data every holiday season—comments, surveys, social media reactions, focus group results, and feedback through customer service channels. Over recent years, many shoppers have expressed appreciation for more traditional store environments during the holidays.
Brands like Hobby Lobby and Bass Pro Shops have long embraced Christmas-specific themes. Others, like Nordstrom and Macy’s, historically used more neutral messaging. Their decision to shift toward “Merry Christmas” suggests that feedback has become more consistent and widespread.
This shift reflects a larger trend: people wanting more tradition and comfort in times of uncertainty.
4. Staying Competitive During the Holiday Season
The holiday retail market is one of the most competitive periods of the year. Every detail—from the scent diffusers in the entryway to the words on the checkout banners—can influence customer experience and shopping patterns.
Retailers know that a warm, festive environment can encourage:
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Longer in-store visits
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Higher customer satisfaction
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Increased impulse purchases
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Stronger customer loyalty
A return to familiar, emotionally rich greetings may help certain brands stand out in a crowded marketplace, encouraging shoppers to choose their stores over others.
How the Change Is Appearing in Stores
The shift back to “Merry Christmas” isn’t just happening in marketing language—it’s visible throughout stores in various forms.
Traditional Christmas Decor Returns
Many locations are leaning into classic décor elements such as:
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Rich red and green color schemes
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Gold accents
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Twinkling lights
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Evergreen wreaths and garlands
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Ornament displays
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Vintage-style illustrations
These decorations help create an environment that feels warm, festive, and reminiscent of earlier holiday traditions.
Signage and Promotional Messaging
Large banners at store entrances, aisle arches, and checkout counters now feature “Merry Christmas” prominently. Paired with familiar Christmas imagery, this signage reinforces the store’s festive identity.
Holiday Soundtracks
Many retailers are reintroducing traditional Christmas music—including classic carols, nostalgic hits, and orchestral themes—in their playlists. The right soundtrack can shape the pace and emotions of the shopping experience.
Staff Interactions
Some brands are allowing or encouraging employees to greet customers with “Merry Christmas” where appropriate. This personal touch aligns with the season’s warm, community-focused tone.
The Shift Extends to Online Shopping
The movement isn’t limited to brick-and-mortar locations. Retailers have also updated their digital presence to reflect the change.
Website Graphics and Banners
Holiday landing pages now feature Christmas-specific colors, greetings, and imagery rather than generic winter themes.
Email Marketing Campaigns
Many promotional messages include “Merry Christmas” in subject lines, headers, or introduction paragraphs—creating consistency between in-store and online communication.
Social Media Messaging
Stores are posting Christmas-themed countdowns, gift ideas, and promotional events on platforms like Instagram, Facebook, and X. These posts highlight the renewed greeting and help establish a festive tone across digital channels.
Inclusivity Remains Important
While retailers are emphasizing Christmas more strongly, they are not excluding or rejecting other holidays. Brands continue to:
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Offer Hanukkah and winter-themed decorations
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Provide diverse holiday cards
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Recognize multiple celebrations on social media
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Sell products representing various traditions
The return to “Merry Christmas” simply reflects the most widely observed cultural and commercial holiday in the United States—not a dismissal of the season’s diversity. Shoppers remain free to greet one another in any way they choose.
Customer Reactions So Far
Early feedback suggests a mix of responses, though many shoppers appreciate the return to tradition. For customers who grew up hearing “Merry Christmas” in stores, the greeting evokes warmth and nostalgia.
Others who prefer neutral greetings still have complete freedom to speak and respond however they wish. The shift does not limit expression—it expands it.
Many shoppers say the phrase makes the environment feel more festive, more personal, and more connected to longstanding holiday customs.
Will More Retailers Follow?
Given how quickly trends spread within the retail industry, it’s likely that more companies will watch this year’s results closely. If stores using “Merry Christmas” see increases in customer engagement, sales, or brand loyalty, other companies may follow the same path in future seasons.
Retail strategies evolve constantly, and this shift could influence the next wave of holiday marketing across the country.
What the Revival Represents Culturally
The return to “Merry Christmas” is less about politics and more about cultural sentiment. It reflects:
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A desire for familiarity during uncertain times
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A return to traditional holiday experiences
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A renewed appreciation for clear, emotionally resonant messaging
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A shift toward deeper connection with customers
Retailers appear to be acknowledging that many people crave a stronger sense of tradition and warmth during the holiday season.
Conclusion: A Holiday Season Marked by Tradition
The decision by ten major U.S. retailers to bring back “Merry Christmas” represents more than a simple linguistic change—it signals a deeper reconnection with holiday heritage, emotional warmth, and customer expectations.
By reviving a greeting that many associate with childhood memories and festive traditions, these brands aim to make this year’s shopping season feel more familiar, inviting, and meaningful.
As December unfolds, customers will continue to experience this shift in both physical stores and online platforms. For many, hearing “Merry Christmas” again may be a simple but powerful reminder of the joy, nostalgia, and warmth that make the holiday season special.