American Family Association (AFA) has issued its annual rating of retailers and how they market to Christmas shoppers.
AFA analyzed businesses in up to four different areas to determine whether or not a company was "Christmas-friendly" in its 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."
Here is the good news this year – AFA's list has more lot more retailers in the "Nice" category than it does on the "Marginal" and "Naughty" categories. This trend began in the last few years – when more people and organizations started telling companies they want to see, read and hear “Merry Christmas” in stores and advertisements … as opposed to phrases such as "Happy Holidays."
AFA’s Walker Wildmon asserts that Christians must continue to stress the importance of retailers keeping Christmas themes in stores – instead of caving in to secular pressures to de-Christianize the holiday dedicated to celebrating the birth of Jesus Christ.
"I think it's really important that we stay on this because, yes, we've won over a lot of companies – as far as using the term "Christmas" – otherwise they might trend back into censoring the term ‘Christmas,’" Wildmon shared in an interview Monday on American Family Radio's (AFR) Today's Issues program.
The list of retailers on the "Nice" list include: Dick's Sporting Goods, Harbor Freight, JC Penney and Toys R’ Us.
Online retailer Amazon.com is on the “Marginal” list.
Those on the “Naughty” list include Barnes & Noble, Dollar General and Pet Smart.
For a more complete listing, take a look at AFA’s “2017 Naughty or Nice List.”