Is it too soon for Martin Luther King Day sales?

In the early 1980s, I was a (youthful) member of the editorial board of the Pittsburgh Post-Gazette when the topic turned to the proposal for a national holiday to honor Martin Luther King Jr. Playing devil’s advocate, I asked whether a King holiday wouldn’t degenerate into just another excuse to stay home from work (or school). I also, half-facetiously, suggested that once the holiday was established, retailers would be offering Martin Luther King Day sales.

Call me a prophet. “Retailers Turn MLK Day Into a Shopping Bonanza” reads the headline on CBS News’ Money Watch website. The story that follows cites several examples of the commercialization of the holiday, and they’re doozies: Honda’s “MLK Drive Away” promotion, a Samsonite luggage “MLK Holiday Special,” the Gap’s “MLK Event” (“huge savings!”) and the cognac maker who offered recipes for “drinks MLK Jr. would be proud of.”

At least no one advertised that “I Have a Dream … of fabulous savings.”

The interesting question is why the commercialization of Martin Luther King Jr. Day makes (some of) us cringe while we happily tolerate Presidents Day ads with animated George Washingtons and copy such as, “I cannot tell a lie; I chopped down prices on bedroom sets.” And of course there is the commercialization of the birthday of George W. Bush’s favorite political philosopher, Jesus Christ.

Is it just a matter of “too soon”? Or that King was assassinated? (But so was Abe Lincoln, and that hasn’t prevented businesses from using stovepipe hats in their Presidents Day ads). Or is our squeamishness rooted in a feeling that MLK ads aren’t just crass but also racially offensive?

One thing is sure: Although the etymology of “holiday” is “holy day,” there’s nothing sacred when it comes to making a buck from Abraham, Martin or Jesus.

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Follow Michael McGough on Twitter @MichaelMcGough3