Of the many stress-inducing activities that typically are part of the holidays, how to express season’s greetings never used to be high on the list. Recently, however, the traditional “Merry Christmas” has become somewhat of a taboo expression.

Perhaps the stress is induced because the growing trend of political correctness runs against the tide of popular opinion. Sixty-nine percent (69%) of Americans prefer stores to use the phrase “Merry Christmas” in their seasonal advertising rather than the generic “Happy Holidays.” A Rasmussen Reports survey of 1,000 adults finds that just 23% prefer the “Happy Holidays” greeting.

In a reversal of last year’s policy, Wal-Mart recently announced that it will encourage their employees to greet holiday shoppers with “Merry Christmas.” The phrase also will appear in the retail giant’s holiday products and advertisements. Ongoing awareness of consumer preference may be one reason this company is viewed favorably by most Americans.

Last year, Wal-Mart and other department stores, including Target, Costco, Sears and Kohl’s, opted to use the generic “Happy Holidays” in an effort to replace specific references to Christmas. The move was not without controversy. The American Family Association and The Catholic League boycotted Wal-Mart and other stores that banned the use of the term “Merry Christmas” in their holiday merchandising.

Fifty-nine percent (59%) of respondents say they will attend a Christian church service on Christmas Eve or Christmas Day this year while nearly one-third (32%) will not. Married Americans and middle-income Americans are most likely to attend Christmas services. There is little difference by age or gender.

Even the partisan debate is muted on this holiday topic. Eighty-five percent (85%) of Republicans report a preference for “Merry Christmas.” However, 61% of Democrats and 60% of those not affiliated with either major party hold the same view.

Heading into Thanksgiving week, 40% of Americans had already started their Christmas shopping. We’ll be updating those figures early next week as the seasonal rush picks up speed.

The consumer confidence of American consumers has been rising in recent months, giving retailers hopes for a big finish in 2006.

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