A Christmas card sold at Sainsbury’s has been pulled from shelves and all stock destroyed, following criticism from the trans and non-binary community over its use of a transphobic dogwhistle.
The card, created by publisher Emotional Rescue in collaboration with Paper Salad, was spotted by trans journalist Sophie Molly at the Berryden Sainsbury’s branch in Aberdeen. Priced at £2.75, the card features a cartoon image of The Grinch wearing a Santa hat and festive jumper, with the caption:
“This Christmas, I’m identifying as a Grinch.”
Molly posted an image of the card on Bluesky, writing:
“Transphobic Christmas card in my local Sainsbury’s (Berryden). Please do better Sainsbury’s.”
Why the phrase “identifying as” is harmful
The phrase “identifying as” has long been criticised as a transphobic dogwhistle. It’s frequently used in attempts to mock or delegitimise trans identities, suggesting that gender identity is something people can simply choose at will — rather than a fundamental part of who they are.
The phrase became especially problematic after the rise of the internet meme “I sexually identify as an attack helicopter”, a trope used to ridicule trans people, and later featured in a widely condemned 2020 short story published in Clarkesworld Magazine.
The GLAAD Media Reference Guide warns against using the term in reference to the trans community, as it “implies that gender identity is a choice.”
Speaking to PinkNews, Molly said the card “belittles the identity of trans and non-binary people”:
“Trans people don’t choose to identify as their gender – it’s part of who they are. Being trans is not a choice.”
“Cis people saying they identify as something like a tomato, attack helicopter or a Grinch invalidates the lived experience of trans people.
“Being trans or non-binary is not something you can switch off, in the same way a cis person can’t switch off being cis.”
While some may view it as “just a silly card”, Molly stressed that in the current climate of hostility toward trans people in the UK, its implications are far from harmless.
“Sainsbury’s must do better if they want to make all customers feel welcome in their shops.”
Public backlash leads to swift response
Molly’s concerns were echoed by others online. One Bluesky user quipped:
“Well I’m now ‘identifying’ as an Asda shopper so go f*** yourselves Sainsbury’s.”
Another wrote:
“Sainsbury’s. You’re better than this. Where’s your quality control?”
Following the backlash, PinkNews contacted Emotional Rescue, whose creative director Jennie Rutter issued an apology:
“It was in no way our intention to cause anyone in the trans community offence,” she said.
“We will remove this design from our range immediately.”
Jack Wilson, operations director at Paper Salad, also apologised:
“Due to our contribution to the card, I’d like to apologise on behalf of Paper Salad for any offence caused. This was not our intention.”
“We have removed the design from sale and destroyed all stock with immediate effect.”
A Sainsbury’s spokesperson also responded:
“At Sainsbury’s, we’re committed to being an inclusive retailer where people love to work and shop.
“We offer a wide selection of Christmas cards and our ranges vary each year, so there’s something for everyone.
“We value all customer feedback on this year’s designs.”
