The American Family Association (AFA) has released their 2015 “Naughty or Nice” list, listing retailers who celebrate a traditional “Christmas,” as well as those who censor “Christmas” and choose secular holiday promotions instead. AFA has been at the forefront of the War on Christmas, and their annual list has influenced many retailers to ensure they say “Merry Christmas” and embrace traditional family values during the holidays.
AFA reviews four areas to determine if a company is “Christmas-friendly” in their advertising: print media (newspaper inserts), broadcast media (radio/television), website and/or personal visits to the store. If a company’s ad has references to items associated with Christmas (trees, wreaths, lights, etc.), it was considered as an attempt to reach “Christmas” shoppers.
If a company has items associated with Christmas, but did not use the word “Christmas,” then the company is considered as censoring “Christmas.”
The “Nice” list includes the following companies, for using “Christmas” on a regular basis, and are considered Christmas-friendly. The first six companies (marked with an *) earned an exceptional rating for embracing Christmas:
*AFA Online Store
Bass Pro Shops
Bed Bath & Beyond
Dick’s Sporting Goods
Harris Teeter Stores
Pier One Imports
Scheels Sporting Goods
Super D Drug
Toys R Us
The following companies earned a “Marginal” rating, meaning they used “Christmas” very infrequently, or only in certain mediums:
Academy Sports + Outdoors
Bath & Body Works
The following companies made the “Naughty” list, for not recognizing “Christmas” in a general sense or using it in a single situation or for a single product.
Barnes & Noble