Dear Mr/Ms Target C. E. O.,

Chaplain Fred McFarland, guest blogger today, wrote this for the base paper in response to why they now have holiday parties, holiday trees, and holiday sales at the base and Christmas seems to have gone away. Chaplain McFarland is a PCA Minister currently stationed at Wright-Patterson Air Force Base in Ohio. He is also a great Dad and Grandpa.

Dear Mr/Ms Target C. E. O.,

I read where you’ve taken Jesus out of your advertising campaign this winter and I want to thank you for that. People have been confused for many years with your holiday sales at the same time many of Jesus’ followers were celebrating his birth. I know we were first, but I accept that your sales are bigger now.

You took the lead and are helping people separate sales and salvation, the worry over gift selection and worship. I know you are taking a bad rap from some of those who follow Jesus – for many folks change is hard. But your change will give us back Christmas as the celebration of the birth of Jesus. You could never market that today – stables, angels and shepherds (very little disposable income among shepherds) although some might try selling the rural theme as a cultural retro or remix.

Good luck with the bottom line, I know people need jobs and stock holders need dividends. Now we can get back to Bethlehem and listen to the news: “Do not be afraid. I bring you good news of great joy that will be for all people.” You can not sell security and joy. You can only give it away or receive it as a free gift. Today nobody believes that a gift is free – thanks to advertising. People look for the catch, the hidden cost or two year contract commitment.

You can get on with your holiday sales. I am still working on being able to give away security and joy for those who follow the one born in a manger and wrapped up in cloth with no designer logo. No kidding – it really is free. I am not trying to sell something. I know Nike is trying out “No Fear.” But the angels said it first and yes, I know the followers of Jesus are not the best witnesses to this all the time – sometimes they get confused and think they are salespeople. Jesus is not for sale.

Thank you again for taking Jesus out of your seasonal advertising. I will try to explain why this is a good thing to the other followers. Since I have to drive out of the way to find a bell ringer I may not make it to your parking lot as often. You see, my change might buy a drywall knife for someone in the Gulf States this year.

Maybe next year you could give us back the color red, it has special meaning in the spring, but that is another topic.

P.S. I am not picking on Target; you could send this to Sears, to Wal-Mart or to Kmart – the list is endless.