(CNSNews.com) - Wal-Mart, in an apparent attempt to soothe the ruffled feathers of its most conservative customers, announced that it will make this a "Merry Christmas," not a "Happy Holiday."

The giant retailer announced Thursday that the words 'Christmas' and 'value' will dominate its U.S. marketing and in-store initiatives in 2006.

"This year, more than ever, our shoppers will see and hear more about Christmas and the incredible values Wal-Mart is providing for their holiday shopping needs," said John Fleming, executive vice president of marketing. "Our prices will allow our customers to be smart shoppers and celebrate even more."

Wal-Mart said its "specific references" to Christmas will include "The Christmas Shop" (previously called "The Holiday Shop"); a sign noting the "days 'til Christmas"; seasonal merchandise labeled with the word "Christmas"; and Christmas carols playing in stores.

"In addition, we encourage our associates at Wal-Mart and Sam's Club to greet customers utilizing various glad tidings inclusive of, but not limited to, Merry Christmas, Happy Holidays, Happy Kwanzaa, Happy Hanukkah and Feliz Navidad, to name a few," the retailer said in a news release.

Wal-Mart unveiled its commitment to using the word Christmas to nearly 7,000 of its associates at the company's holiday merchandise conference last month. "The move was met with rapturous applause and we know many of our customers will feel the same," said Fleming.

The return to "Christmas" comes as a conservative advocacy group is urging its followers to avoid shopping at Wal-Mart on the busy Friday and Saturday after Thanksgiving.

The American Family Association is blasting Wal-Mart for supporting homosexual advocacy groups that support same-sex marriage. Wal-Mart also has been the target of a months-long union campaign to "change for the better" - unionize.

See Earlier Story:
Conservatives Mobilize Against Wal-Mart (9 Nov. 2006)

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