Shopping For Jesus

As the holiday retail season gets underway, so does the Friend or Foe Christmas Campaign, an effort to identify and boycott retail chains that don't specifically identify Christmas in their advertising and marketing. Jerry Fallwell is the campaign's instigator, though similar efforts are being conducted by the Christian Educator's Association, Intl., and Don Wildmon's American Family Association. Earlier this week, I heard a commentator on a local Christian radio station endorsing these efforts as well. Supporters of the boycott claim to have the support of at least half a million consumers. Their sights are set primarily on Target, which they allege has banned the phrase "Merry Christmas" from advertising and in store promotions. Target denies the charge.

The boycotters argue that when stores refer generically to "holidays" or "celebration," they are discriminating against Christians. They may even be neglecting a civic duty. The Liberty Council, associated with Falwell, says that stores which "discriminate against Christmas" will receive a letter reminding them that "Christmas is Constitutional," as well as a federal holiday.

Quite a turnaround, this. As long as I can remember, and probably long before, Christians have bemoaned the commercialization of Christmas, the appropriation of the feast of the Incarnation to aid in the accumulation of filthee lucre. Now the problem seems to be that the commercial establishment is ignoring Christmas The moneychangers have quit the temple, and so goes forth the cry of the righteous.

In a way, the de-emphasis of Christmas by retailers has helped accomplish what those opposed to its commercialization wanted. The name of the holiday is associated less with manic purchasing (although the purchasing continues). But that troubles some Christians, who feel excluded or diminished somehow if they aren't given pride of place in the annual year end buying binge, and in every other corner of the public square. Shopping may well be the essential act of civic participation in today's America, so perhaps some feel that if the Kingdom of God isn't at the mall, it might as well be nowhere at all.

As I've understood Christianity and tried to practice it, public acknowledgement of either corporate or private faith is irrelevant. Christianity grew up on the fringes of society, and I think that is where it still flourishes. Demanding the endorsements of governments, schools, and businesses bespeaks a dangerous and overbearing pride, and those behind the Friend of Foe campaign ought to know as well as anyone where that leads. If they really want to see Christ honored in this holiday season, let them feed the hungry, tend the sick, and champion the neglected.

Tags: Christmas; Religion; Shopping