Boycott calls emerge over Boots' Black Mrs. Claus commercial

In 2024, Boots UK released a Christmas advertisement featuring a Black Mrs. Claus who is portrayed as dynamic and in charge, contrasting the traditional image of Santa Claus. The ad sparked outrage among certain right-wing groups in Britain and the U.S., prompting some consumers to call for a boycott of Walgreens, Boots' parent company. Critics labeled the advertisement as excessively 'woke' and expressed grievances regarding the representation of Mrs. Claus and the use of non-binary pronouns. The discussion surrounding the ad echoes broader cultural tensions related to diversity and representation in media, highlighting differing perspectives on inclusion and the evolving nature of holiday advertising. The backlash emphasizes the ongoing culture wars, particularly in relation to how communities view representation and their perceived stake in cultural narratives, especially within the context of a historically white-dominated holiday iconography. As more companies recognize changing demographics in their advertising strategies, debates such as this one will likely continue, marking a significant moment in the intersection of marketing, identity politics, and cultural conversations during the holiday season.