Just in time for the shopping season, the American Family Association has released its annual “Naughty or Nice” list detailing how nationally-known retailers observe Christmas.
“We have taken the top 100 national retailers and reviewed their websites, media advertising and in-store signage in an effort to help you know which companies are Christmas-friendly,” the association said in an email to supporters.
The association’s website lists its criteria for rating the retailers:
AFA reviewed up to four areas to determine if a company was “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.”
Each year, the group launches a grassroots email campaign targeting retailers that refuse to acknowledge Christmas. This year, it announced a major turnaround by Gap stores, which will be celebrating Christmas after being on the “naughty” list in previous years.
The association will be updating the list throughout the season, according to the email.
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