According to the article, this decision appears to be a coordinated effort. Retailers know that emotional tone drives seasonal spending, and many believe customers are craving the warmth and nostalgia that “Merry Christmas” brings. The message to shoppers is simple: don’t hesitate to say it back.

For years, companies leaned on “Happy Holidays” to avoid excluding anyone, especially in a diverse marketplace. But while the phrase was safe, it lacked the personal, sentimental connection many shoppers associate with Christmas. Retail thrives on emotion, and Christmas is a powerful emotional anchor.

Some retailers, like Hobby Lobby and Bass Pro Shops, never stopped emphasizing Christmas. Others—such as Nordstrom and Macy’s—had shifted toward more neutral messaging in recent years. Their return to “Merry Christmas” suggests they’re responding to customer feedback and cultural trends that favor tradition.

Inside stores, the shift is noticeable. Decorations lean into classic Christmas colors, carols fill the speakers, and associates greet customers with the traditional phrase. Online, banners, emails, and posts highlight Christmas directly rather than vague winter themes.

This change doesn’t erase other holidays; it simply centers the one that dominates seasonal spending and cultural presence. As retailers bet on tradition to strengthen customer connection, shoppers will decide whether the return of “Merry Christmas” resonates.

For now, these companies are setting a clear tone—choosing specificity over neutrality and inviting customers to share in a renewed sense of seasonal tradition.