Macy’s Corporate Gift Guide arrived in the mail today, branded with the Macy’s tagline (tagword) for the 2009 Holiday season, “Believe.” A sprinkling of stars surrounds the word, spelled out using a traditional, scripted font.

Believe in what, we wondered?

Believe in the magic of Christmas? Well, no, since the word Christmas is nowhere mentioned in the catalog.
Believe in the Baby Jesus? Apparently not, since the Baby Jesus is the reason for the celebration of Christmas… again, nowhere to be referenced in the catalog.
Believe in God?  Certainly not, since belief in Jesus Christ is belief in God, and well, it’s really a secular holiday after all, right?
So it must mean believe in Santa Claus or Saint Nick, right? Since after all, Macy’s is the perennial sponsor of the famous Macy’s Thanksgiving Parade, which culminates in the appearance of Santa Claus himself, floating down Central Park West and Broadway in his sleigh and with his reindeer to mark the beginning of the Christmas season? Well, no.  Perhaps the wise and politically-correct executives at Macy’s felt that even Santa Claus would be too associated with the Christian celebration of Christmas.

Anyway, our guess is as good as yours. Macy’s must mean Believe in the Magic of the Holiday Season. Or, Believe in the Power of Spending! Or, Believe in Gift Giving! Or, Believe in Consumerism! I guess we can all  look forward to the day when the Macy’s Thanksgiving Parade culminates with a merry bearded dwarfish fellow, perhaps looking a bit more like Ben Bernanke, the savior of credit and spending.

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