I'd rather have a Merry Christmas than a Happy Holiday

From a marketing standpoint "Happy Holidays" simplifies the message, speaks to the masses, and allows the same printed materials to be used all the way from November through mid January, but while it may be more economical, its use dilutes and almost intentionally bypasses the religious rituals and traditions that give this time of year its significance.


Every year consumers are inundated with regurgitated versions holiday music, movies and television specials that use familiar and somewhat trite themes to invoke a "true holiday spirit." The problem, however, is that in an attempt to be all-inclusive (and save a little money on printing costs), there doesn't seem to be any particular holiday that is being celebrated.

This year may be different. Families may return to a more spiritual observance of their winter celebrations not only because they can't afford the expensive gifts, pageantry and random distractions that have turned these religious holidays into an annual marketing event, but also because, in trying times, it can be comforting to participate in religious ceremony and cultural traditions.



What's interesting to me is that the commercial machine that typically drives the "holiday" frenzy also seems a bit withdrawn this year. It's halfway through November and while I have seen stores with holiday decorations up, I have not noticed the traditional onslaught of obnoxious holiday music and pre-Thanksgiving sales fliers that I would normally expect to see shortly after Halloween.

Maybe companies are operating with tighter advertising budgets that won't allow them to run a 2 month long holiday campaign or maybe I'm just not paying enough attention, but what I'm hoping is that this very welcome change in 4th quarter marketing will result in quieter, more sincere holiday celebrations and maybe even a Merry Christmas.