Some retailers say white corporations are hijacking Kwanzaa

December 26, 1997
Web posted at: 9:53 p.m. EST (0253 GMT)

WASHINGTON (CNN) -- As celebrations begin for Kwanzaa, the 30-year-old African-American holiday, some black business owners say they worry the celebration, which emphasizes black self-reliance, is being hijacked by white-owned corporations.

"When this holiday came into existence, it was almost a laughingstock," says Magaji Bukar, a gift shop owner. "And now that (retailers) can make some money, now (they) want to be a part of this. We're saying, 'No.'"

"This is more than just money. This is culture," he said.

Bukar is one of about 1,000 African-American business owners who have launched a letter-writing campaign, demanding that large companies -- including Hallmark Cards and Giant Foods -- stop selling Kwanzaa-related items. They are urging African-Americans to buy Kwanzaa supplies and goods only from black businesses.

But not all African-Americans agree. For example, Pamela Rucker of the National Retail Federation says merchants are simply responding to the free market and showing respect for the holiday.

Magaji Bukar

"Retailers have a responsibility to serve their consumers, whether African-American, Hispanic, Asian, whatever," she said. "If consumers didn't tell us they wanted Kwanzaa-related products, or other ethnic or culturally-related products, retailers wouldn't stock them."

An estimated 18 million African-Americans now celebrate Kwanzaa. The celebration was conceived in 1966 by Maulana Karenga, a professor of black studies at California State University at Long Beach.

One of the traditions observed during the holiday is what is called "cooperative economics" -- buying goods from black-owned stores to keep money within the African-American community.

The idea is to support small black businesses which have struggled against what they view as a history of discrimination.

Now, some of those same businesses say that they are in danger of losing the economic fruits created by Kwanzaa itself.

Correspondent Kyoko Altman contributed to this report.

Special section:

• Kwanzaa

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