Humbug! Three companies lose rank on AFA’s ‘Naughty or Nice’ list

Written By Tim Wildmon, President, American Family Association

As you finish up your Christmas shopping, three companies have noticeably reduced their use of “Christmas” in newspaper advertising and on their websites from past years.

After carefully reviewing L.L.Bean, True Value and Sam’s Club, the AFA Naughty or Nice list has downgraded them from being “For” Christmas to “Marginalized.”

Print the AFA Naughty or Nice list and use it when you do your Christmas shopping!

L.L.Bean
L.L.Bean told AFA it would increase its use of “Christmas” in advertising, but after two weeks, we haven’t seen it. Instead, it continues to reference its “Holiday Gift Shop” for those “holi-daily deals” that includes a “holiday” delivery schedule. Ironically, L.L.Bean touts a “Christmas” catalog, but you won’t find “Christmas” anywhere but on the cover. Throughout the catalog, everything is “holiday.”

True Value Hardware Stores
True Value’s website offers “holiday” coupons, “holiday” gifts, “holiday” decorating and “holiday” lights when you “Shop the Holidays.” There are very few references to “Christmas,” but the overall theme is dominantly focused on using “holiday.”

Sam’s Clubs
Sam’s Clubs website homepage reminds you to check out their “Holiday Entertaining Catalog” for those “Perfect Holiday Values.” Sam’s Club is owned by Wal-Mart. Wal-Mart is listed on our list as a top promoter of Christmas, but the Sam’s Club subsidiary is the company’s Scrooge and is hoarding the word “Christmas” from the shopping public.

Print the AFA Naughty or Nice list and use it when you do your Christmas shopping!