Five years ago, the stories about a ‘War on Christmas’ seemed to appear on every news outlet. The intensity of this conversation has since died down. However, the debate is still alive. When conducting market research, brands continue to find themselves in the middle of this chaos, trying to find the right solution to appease customers purchasing their products. Some have made minor changes, while others have taken a strong stand about how they feel on this matter. Despite these changes, some brands are not very lucky in trying to escape the wrath of this issue.