Although Kwanzaa has received widespread recognition in recent years (there are two US postage stamps commemorating the holiday), purists fear that Kwanzaa may become commercialized as greeting card companies and other marketers attempt to cash in. OfficialKwanzaaWebsite.org warns that marketers "will attempt not only to penetrate and dominate the Kwanzaa market, taking it from small-scale African American producers and vendors, but also redefine both the meaning and focus of Kwanzaa, making it another holiday of maximum and compelling shopping if we allow it."