I get it. You don't want to be lumped into the "bucket" of typical Christmas Commercials. The smaller problem is that you alienate those who believe Christmas is a typical, if no other day, is appreciated and celebrated. The bigger problem is ... those of us who made Christmas such a a commercial thing. It's about commemorating Christmas as a holy-day ... a day to set apart to celebrate the birth of the Lord Jesus Christ. K-Mart, especially with that cake, basically said, we want you to come to our store and buy stuff tied to the Christmas holiday, but ... we are okay with disassociating ourself with Christmas as a whole.
If you know anything about retail, we know that Christmas can make or break a retail store. Let's hope that K-Mart hasn't gone as far as to expose themselves as to pursue sales ... even if it means appearing unfriendly to those who are Christians and those who believe in what Christmas represents.