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When Delta joined a growing list of companies rescinding discounts for NRA members, it did so by proclaiming its neutrality. And when FedEx decided to keep its NRA discount in place, the brand also attempted to stay neutral. But both quickly found that when it comes to an issue as controversial as gun control, brands can’t have it both ways.

UPS and FedEx are trying to change the message to keep this holiday shopping season from turning into chaos. But will retailers go along?

Holiday shippers are being accused of ruining Christmas for many consumers. They will need to rely on some sincere crisis management to weather the storm.