That's called marketing strategy. They aren't "forced" to do it. They do it to jump on the hype bandwagon to increase sales. Marketing 101 - appeal to the hype.
Also, plenty of parades for military, Christmas, Thanksgiving, Easter, ect are all held for a long time and the festivities take a minute to cool down. Hell, some people and even businesses keep their chirstmas lights up well I the month of January, so that's not a strong argument.
This conversation also has nothing to do with free speech, unless you're using that to defend your argument itself, which doesn't quite make it invulnerable to scrutiny or rebuttal. If you mean on the topic of businesses turning down people of the LGBT community, then that has nothing to do with free speech either and has everything to do with open and blatant discrimination. So again, it's the same thing as when African Americans were being refused service in "all-white" businesses, only it's a different minority this time. Learn from history and remember the hard lessons former generations had to learn.