Target stores have brought back “Merry Christmas” signs this holiday season, a phrase that had been largely phased out by the retailer in recent years.

Shoppers have taken to social media to share their surprise and celebrate the return of the familiar holiday greeting, which had been notably absent from the chain for some time.

This unexpected return of “Merry Christmas” signage has caught the attention of many as customers celebrate the change in an otherwise politically correct holiday retail landscape.

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Several shoppers have posted images of the new “Merry Christmas” signs in stores, which have prompted both surprise and celebration across social media platforms.

Target has signs that say, “Merry Christmas” instead of “Happy Holidays.”

The Golden Era has begun. pic.twitter.com/DQVPnsEXVQ

— Brittany Hugoboom (@BritHugoboom) November 7, 2024

Nice job @Target! Merry Christmas! 🎅🏻🎄🇺🇸 this was taken inside the store in Falls Church, Virginia. #merrychristmas #tistheseason #blackfriday #shopping #retail #holidays pic.twitter.com/aaOItufMZK

— Maria Leaf (@MariaLeaf) November 26, 2024

In addition to the physical signs, Target’s website has been promoting “The Everything Christmas Shop,” showcasing a range of Christmas-themed merchandise, signaling a festive return to the holiday season.

In response to inquiries from the Washington Examiner, Target explained that the “Merry Christmas” signs are “not new.”

Despite this claim, the return of the phrase stands in contrast to Target’s recent history.

Last year, the retailer faced significant backlash for introducing LGBT-themed Christmas decorations, including gay Santa figurines and LGBT-themed nutcrackers.

These products were notably absent from Target’s website this year, signaling a shift in focus for the retailer’s holiday offerings.

The move also comes a year after Target made headlines for attempting to integrate LGBT-themed decorations into its Christmas displays.

Despite the inclusion of such items in 2022, the retailer faced major consumer pushback, which included a backlash over a collaboration with a designer who celebrated satanism.

The controversy surrounding the retailer’s Pride collection, which had been offered since 2012, led to estimated losses of around $15 billion, a significant impact on the brand’s bottom line.

Earlier in 2023, Target also made the decision to pull back on its Pride collection, not offering it in all of its stores for the first time in years.

The decision followed mounting criticism from customers, many of whom expressed dissatisfaction with the retailer’s increasingly politicized merchandise.

The chain’s decision to scale back on its Pride offerings and return to traditional holiday greetings like “Merry Christmas” may indicate a shift in its approach to retail marketing, as it seeks to balance inclusivity with consumer expectations.

This year’s “Merry Christmas” signage is a departure from previous years when the retailer focused on more generic, non-religious holiday greetings.

The return of the phrase has sparked discussions online, with some consumers expressing relief and others questioning whether the change will remain for years to come.

While Target’s response to the return of the signage has been understated, the shift does reflect a broader trend among major retailers to navigate the complex dynamics of consumer preferences and holiday messaging.

With the holiday season in full swing, it remains to be seen how other retailers will respond.

Target’s move to bring back “Merry Christmas” signs could signal a change in the way companies approach holiday marketing, especially in the wake of growing calls for more traditional holiday expressions in a retail landscape increasingly dominated by progressive values.

The return of this phrase is a reminder of the ongoing cultural debates that continue to shape the holiday shopping experience in America.