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BAH HUMBUG! Trans journalist complains about Christmas card and gets it pulled from Sainsbury’s
22 December 2025
It appears the so-called “silly season” is in full swing.
Sainsbury’s has removed a Christmas card from its shelves following a complaint by trans journalist Sophie Molly.
Molly raised the issue after visiting her local Sainsbury’s store in Aberdeen, later posting on the social media platform Bluesky: “Transphobic Christmas card in my local Sainsbury’s (Berryden). Please do better Sainsbury’s.”
The card features an image of the infamous Christmas character, the Grinch, alongside the caption: “This Christmas, I’m identifying as a Grinch.”
Offence was taken at the use of the word “identifying”, which Molly and other critics characterised as an anti-trans “dog whistle”, arguing that “trans people don’t choose to identify”.
Speaking to The Telegraph, gender-critical campaigner Venice Allen described Sainsbury’s decision to withdraw the card as “surreal” and “extreme”. She added: “I think a lot of people would have liked that Christmas card. It shows how people are laughing at the idea of identifying as transgender and at social justice discourse more broadly.”
The card’s publisher, aptly named Emotional Rescue, has since apologised for any offence caused and removed the product from sale.
Bah humbug!
Read more in The Telegraph.
Should a single complaint get a Christmas card pulled from shelves?
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