Retailers Have Ruined Christmas By Commercializing It
Until retailers began to see in Christmas the opportunity to market their merchandise the holiday attracted little of the attention it does now. It was retailers who made Christmas exciting. It was they who turned Santa Claus into a national icon. Montgomery Ward gave us Rudolf the red-nosed reindeer. Coca-Cola helped popularize the smiling Santa. Retailers discovered the commercial possibilities of Christmas after the Civil War. Only then did newspapers regularly begin to feature advertising sales associated with the holiday.
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