Skip to content Skip to footer
Hamilton Strategies Non Profit Marketing and Media Services


For Immediate Release December 12, 2016

Jen Retallick, Hamilton Strategies, 610.584.1096, ext. 100,, or Deborah Hamilton, 215.815.7716 or 610.584.1096, ext. 102

Know Who’s Naughty and Who’s Nice

The True Behavior of Retailers Comes to Light Just in Time for Christmas, as American Family Association Releases Annual ‘Naughty or Nice’ List While Continuing #BoycottTarget Efforts

TUPELO, Miss.—For those who are quickly crossing items off their Christmas-gift to-do list, the American Family Association (AFA, is hoping the presents didn’t come from Target or any other stores on this year’s “Naughty” list.

But for those who still have shopping to do—or maybe haven’t even started yet—AFA is educating all Americans about its annual “Naughty or Nice” list of retailers to help them know which are Christmas-friendly and which are acting like Scrooge.

After its hugely successful #BoycottTarget efforts that began this spring, this Christmas season AFA is reminding shoppers that Target puts women and children at risk with its dangerous and misguided restroom and fitting room policy that allows men to enter women’s areas.

“AFA’s #BoycottTarget initiative began in April, and now—more than six months and nearly 1.5 million signatures later—there is no better time to send a message to Target than during the Christmas shopping season,” said AFA President Tim Wildmon. “Target is relying on Christmas sales to increase both revenue and traffic in their stores and online. But those concerned for the safety of women and children need to speak with their wallets all month long.  

“With our annual ‘Naughty or Nice’ list, American Family Association makes every effort to ensure that Christmas isn’t repeatedly watered down,” Wildmon continued. “The word ‘Christmas’ is a reminder of Jesus Christ and his miraculous birth. For many, this is a hopeful reason for why we celebrate, but others want to eradicate anything that reminds them of the Savior. That’s why it’s crucial to continue to encourage governments, companies and retailers to keep the word ‘Christmas’ alive—and keep Christ in Christmas.

Beyond Target, AFA is also reminding shoppers of those stores who shun the real meaning of Christmas—and alienate shoppers at the same time—by generalizing Christmas into another watered-down holiday.

For the annual list, AFA reviews up to nine areas to determine if a company is “Christmas-friendly,” including print media (newspaper inserts), broadcast media (radio/television), and website and/or personal visits to the store to help determine a retailer’s rating. If a company’s ads, for example, have references to items associated with Christmas, such as trees, wreaths, lights, etc., it was considered an attempt to reach Christmas shoppers.

For the 2016 list, the 18 retailers on the “Naughty” list may use “Christmas” sparingly in a single or unique product description, but as companies, do not recognize it. These include: Academy Sports + Outdoors, Barnes & Noble, Best Buy, Dollar General, Family Dollar, Foot Locker, Gap, Inc., The Limited, Maurice’s, Nordstrom, Office Depot, Office Max, PetSmart, Staples, Stein Mart, Supervalu, and Victoria’s Secret.

“Nice” retailers use the term “Christmas” on a regular basis and are considered “Christmas-friendly.” The “Nice” list includes 44 retailers, from Ace Hardware to—and everything in between. Eight retailers this year made the “Marginal” list, meaning these companies refer to Christmas infrequently or only in select advertising mediums.

Six companies earned AFA’s highest “Five-Star” rating by promoting and celebrating Christmas on an exceptional basis: Cracker Barrel, Hobby Lobby, Kirkland’s, Lowe’s, Michael’s Stores and Wal-Mart, along with the AFA Online Store.

In addition to steering clear of the retailers on the “Naughty” list—both in-store and online—AFA provides several ways to be a part of #BoycottTarget as well:

  • Sign the #BoycottTarget pledge. Encourage family and friends to sign the pledge, too, as boycott numbers climb to 1.5 million.
  • Voice your concerns on Target’s Facebook page.
  • Call Target to politely let its executives know you’ve signed the #BoycottTarget pledge—Guest Relations, (800) 440-0680, option 1, then 1 again.
  • Get “I boycott TARGET” t-shirts or buttons online at

For more information on American Family Association, visit or follow AFA on Facebook or on Twitter @AmericanFamAssc.


To interview a representative from American Family Association, contact Jen Retallick, 610-584-1096, ext. 100, or Deborah Hamilton, 610-584-1096, ext. 102, 215.815.7716.

American Family Association (AFA,) a non-profit 501(c3) organization, was founded in 1977 by Donald E. Wildmon. Since then, AFA has been on the frontlines of America’s culture war. The original name of the ministry was National Federation for Decency but was changed to American Family Association in 1988. Today, AFA is one of the largest and most effective pro-family organizations in the country with nearly a million online supporters and approximately 160,000 subscribers to the AFA Journal, the ministry’s monthly magazine. In addition, AFA owns and operates nearly 200 radio stations across the country under the American Family Radio banner.

Other divisions of AFA include American Family Radio, the AFA Foundation and, an online news provider syndicated around the world. AFA maintains activist websites such as, which rallies Christian activists to contact companies asking them to drop their advertising from objectionable TV shows, and, which equips men to fulfill their God-given role of leadership. AFA websites average over 6 million unique visitors and 30 million hits per year. AFA uses all these means to communicate an outspoken, resolute, Christian voice throughout America.