Kwanzaa gains commerical success

By Harold Fisher | Sun reporter

December 2, 2007

The debate about Kwanzaa's purpose continues but has not hindered the commercial success of the holiday.

The holiday has become part of popular culture. It is not unusual to see "Happy Kwanzaa" greetings on television commercials after Christmas Day. The U.S. Postal Service first issued a Kwanzaa stamp in 1997 and has issued several in the years since.

Presidents Bill Clinton and George W. Bush have issued annual Kwanzaa messages from The White House. And retail stores have tried to capitalize on the holiday with signs, greetings, cards and clothing.

According to the 2007 annual report issued by the National Retail Federation, 2 percent of American consumers celebrated Kwanzaa last year.

That number has been on a slow but steady rise since Kwanzaa was first included in the report in 2003. But it is still small compared to the 5 percent of consumers who celebrated Hanukkah and the 93 percent who celebrated Christmas in 2007.

Esther Armstrong, who sells African art, jewelry and clothing at Sankofa African and World Bazaar in Baltimore, has offered Kwanzaa paraphernalia, such as kinaras and Kwanzaa cards, for the past four years.

She's a Christian who recognizes the benefits of Kwanzaa's principles but does not celebrate the secular holiday. She says the demand for Kwanzaa items at her shop has been and continues to be very strong.

"They [customers] wanted Kwanzaa cards, so we made sure we included Kwanzaa cards when we put in our orders for the holidays," Armstrong, 55, said. "They wanted candles. They wanted the bowls. They wanted the mats, so we make sure we incorporate all of that." One thing that has surprised her is the number of non-African-American business owners who have purchased Kwanzaa items from her shop.

"Funny enough, it's mostly white people who are coming and getting it for the businesses. ... They want to show that aspect of embracing culture and diversity," she said. "So it's not just the individuals who are practicing, for lack of a better word; the businesses are also trying to be involved."