Target’s 2007 Christmas Catalog

I received the 92-page Target ad in yesterday’s mail – a full two weeks before Thanksgiving.  As usual, retailers are anxious for the nation’s consumers to begin their Christmas shopping. 

In the past, these tomes were referred to by the retailers as their Christmas catalogs.  Target avoids giving it a title but the words “Merry Christmas” while understated, are prominently displayed on page three.  An ornament in the Christmas tree on the cover is removable, providing a window to reveal the words “Merry Christmas”. 

Beyond that, however, it contains few indications that they want me to spend my Christmas dollars there.  Oh, sure, lots of the pages are red and things generally look sort of Christmasy. 

Page four encourages customers to transform their homes into “a holiday haven” while displaying distinctively Christmas decorations. 

Page seven displays “Golden Holidays collection tree trimmings” – a non-specific reference, I assume, so that the Christmas tree and Christmas wreath shown can be used interchangeably for Hanukkah and Kwanzaa as well as Christmas.  The beautiful black model wearing a Christmas-red dress in the picture holds a package wrapped in brown, white, and tan paper with a brown bow – if only Target had placed a Star of David on her large gold bracelet, they could have won the trifecta for deliberate ambiguity.

Page eight shows “Holiday Traditions” dinnerware with what appears to be a traditional Christmas tree in the center of each plate.  Just another of numerous other examples to follow which reveal the anxiety which prevents Target’s board of directors from stating the obvious.

So, where’s Christmas?  In 92 pages, I did find the following:

A Salvation Army Christmas CD on page 17 (surrounded by St. Jude “greeting” cards; Rice crispy treats cutters in “holiday” shapes – a Christmas tree, a Christmas star, and a snowman); It’s a Wonderful Life, How the Grinch Stole Christmas, Miracle on 34th Street, and other lesser Christmas DVD’s on page 41 (I won’t bother to mention The Simpsons Christmas on page 42); A Family Christmas (edited by Caroline Kennedy, which should placate all the Leftist extremists) on page 74; Christmas Morning Barbie on page 83 (on the same page with “Holiday” Stocking Barbie); Thomas and Friends Ultimate Christmas on page 86; a large nativity scene for the yard on page 90; and finally, a Merry Christmas gift card (among four other Christmas-themed gift cards, followed by the text: “Talk about happy holidays.”) on page 91.

I’ll buy the Salvation Army Christmas CD from Target, and I hope I can find one of their bell-ringers on my way out – I contribute to every one I find.

Lastly, I have to comment on page 31, which has five samples of photo “greeting” cards (one says “A Child is Born”, another “Feliz Navidad”).  I applaud Target for their charitable efforts here (and on page 31 mentioned above) for tastefully and prominently promoting and selling their Target House merchandise for St. Jude’s.  The two samples shown here were drawn by Target House residents Samantha, who suffers from Ewing’s Sarcoma (my niece had this rare form of cancer), and Sarah, who suffers from AML (which took my mother).

I also applaud them for displaying a Happy Hanukkah card (although, the adorable little girl in the picture looks Alaskan Native).  If retailers want to honor the holy days of other faiths, that’s wonderful.  But don’t lump them into a one-size-fits-all, bland, amalgamated “holiday” which honors no one.  Hanukkah and Christmas exist for their own distinct reasons, and have their own distinct traditions and symbols which hold their own meanings for the respective followers of these two great faiths.  As Michael Medved has eloquently said, a Christmas Tree is no more a holiday tree than a Menorah is a holiday candle.

Merry Christmas!


1 Comment »

  1. 1
    SWOC Says:

    Great Site, I’ve linked to it from my site.

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