TO THE EDITOR:

It would appear most big retailers have been struck with amnesia as to the name of the December 25 holiday in their ads.

A reminder: It’s a birthday, a most sacred one to millions upon millions of Americans, not merely “the Holiday.” Advertisers don’t have to be believers, of course, but they will increasingly be obliged to call the day what it is if they want to continue serving Christmas shoppers.

Christmas sales are critical for retailers, and many of them would be hard put to stay open without them. All the more reason, then, for them to get the name right instead of being robots to political correctness.

My family religiously avoids those stores which avoid using “Christmas” in their ads. If enough shoppers do the same – and a growing movement in that direction is afoot – I guarantee those forgetful retailers will have their memory restored between now and next Christmas.

THOMAS THEUS