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Washington Times columnist Pete Parisi examines The Holiday That Dare Not Speak Its Name:

Beginning with Black Friday, so named because it's supposedly the day on which retailers finally make it into the black for the year, retailers' sales brochures have been bedecked with Christmas iconography - red ribbons and bows, tree ornaments, strings of lights, mistletoe and holly, Santas and the like - but with few exceptions (given due credit below), none have had banner headlines proclaiming Christmas as the reason for the buying season they were so desperately encouraging.
At J.C. Penney, it was an "After Thanksgiving furniture and mattress sale," Sears touted a catchall "Friday and Saturday after Thanksgiving sale," and at Lowe's, the home-repair and hardware chain, it was "Let's Holiday" - as if holiday were a verb. Office Depot similarly turned "gift" into a verb: "Gift smarter. The holiday gifts they really want." Not to be outdone, Old Navy proclaimed an "Extravaganza humongous honkin' 3-day BIG weekend sale."

It's not totally Grinchy out there. Pete finds that two chains -- Kohl's and Rite-Aid -- consistently use "Christmas" in their ads. Read the whole thing.