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[[File:Kwanza-RonKarenga.jpg|thumb|A 2003 Kwanzaa celebration with Kwanzaa founder [[Maulana Karenga]] at the center, and others]]
The [[National Retail Federation]] has sponsored a marketing survey on winter holidays since 2004, and in 2015 found that 1.9% of those polled planned to celebrate Kwanzaa
Starting in the 1990s, the holiday became increasingly commercialized, with the first [[Hallmark Cards|Hallmark card]] being sold in 1992.<ref>{{Cite news|url=https://www.nytimes.com/1993/12/20/nyregion/the-marketing-of-kwanzaa-black-american-holiday-earns-dollars-causing-concern.html|title=The Marketing of Kwanzaa; Black American Holiday Earns Dollars, Causing Concern|last=Martin|first=Douglas|date=December 20, 1993|work=The New York Times|access-date=December 24, 2017|language=en-US|issn=0362-4331}}</ref> Some have expressed concern about this potentially damaging the holiday's values.<ref>{{Cite news|url=http://billingsgazette.com/lifestyles/commercialized-kwanzaa-worries-enthusiasts/article_5514246b-bfd0-575f-9937-f2c004850b63.html|title=Commercialized Kwanzaa worries enthusiasts|work=The Billings Gazette|access-date=December 24, 2017|language=en}}</ref>
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