Elf on the Shelf sales high this season

Elf on the Shelf, the Christmas fairy tale juggernaut that has generated more than $10 million in sales, is taking on Santa in terms of prominence during the holiday season — and worrying devout parents nationwide, who say it’s one more secular activity pushing the birth of Christ out of Christmas.

“Everyone does Elf on the Shelf; it’s now like Santa. I can’t comprehend it,” said Amanda White, the author of “Truth in Tinsel,” an Advent and activity book for children. “I wanted Christmas to be about Jesus. Jesus is the magical part — the story about him is magical, so miraculous, we need him to be the center of our celebration.