The American Family Association (AFA) recently released its annual "Naughty-or-Nice 2014 Retailer List," identifying the extent to which national chains promote the Christmas holiday.
The organisation reviewed retailers' print and broadcast media, website, and customers' in-store experiences to assess whether Christmas is promoted or censored by top companies.
If the retailer used Christmas trees, wreaths, or other items associated with Christmas in their advertisements, such images were considered to be an attempt to reach Christmas shoppers. If Christmas items were present without the word "Christmas," the AFA considered the advertisement to be a censorship of the holiday.
Only six companies received a "five-star" rating from the AFA, meaning that they promote and celebrate Christmas "on an exceptional basis": Hobby Lobby, Wal-Mart, Sears, Belk, Lowe's, and the AFA Online Store.
Dozens of other retailers were found to be "nice," or use the word "Christmas" on a regular basis in their advertisements. Some of these companies include Amazon.com, Home Depot, JCPenney, and Kmart.
"Marginal" stores mentioned Christmas infrequently, or in a single advertising medium. Bath & Body Works, CVS Pharmacy, RadioShack, and Walgreens were among the 14 companies that were lukewarm according to the AFA.
The "naughty" list was comprised of 11 retail stores: Barnes & Noble, Family Dollar, Foot Locker, Limited Brands, Maurice's, Office Depot, Office Max, PetSmart, Staples, Supervalu, and Victoria's Secret.
These brands "may use 'Christmas' sparingly in a single or unique product description, but as a company, does not recognise it." The AFA encourages consumers to contact these companies to "take action" against their lack of Christmas marketing.
The non-profit also cautioned that the "Naughty-or-Nice" list is not a condemnation or endorsement of the companies' policies overall, and solely reviews the brands' Christmas advertising.
Detailed reports of nationally-recognised companies can be sent to Christmas@AFA.net.
