Last year AFA contacted Kohl’s about their refusal to use the word Christmas. We were nice and polite. This is the information we gave those who inquired about Kohl’s banning Christmas:
Kohl's has provided AFA with a corporate statement. They dispute the charge made on The O'Reilly Factor and provided a letter stating they "would use the word 'Christmas' in some of our advertising." AFA is pleased to let you know that this is, in fact, the case. Kohl's asks us to inform you of their plans to incorporate "Christmas" in future advertising. We appreciate Kohl's listening to their customers concerns and responding in kind.
Kohl's misled the public.
This Christmas, Kohl's is still misleading the public.
Here is what Kohl’s says on their Frequently Asked Questions page:
Q.
Does Kohl’s use “Christmas” in its advertising?
A.
Yes we do. Like last year, Kohl’s is embracing the Christmas spirit and
will include "Christmas" in its advertising. It will be featured in
print, TV, and radio throughout the season.
That statement can only be described as misleading.
According to our research, here is what Kohl’s is doing:
In their last four newspaper inserts (November 2007):
56 pages - Holiday (34) vs. Christmas (0)
56 pages - Holiday (16) vs. Christmas (0)
12 pages - Holiday (6) vs. Christmas (0)
10 pages - Holiday (6) vs. Christmas (0)
Website:
- Search Holiday (184) vs. Christmas (25) - All uses of Christmas are item descriptions of trinkets. No corporate use of Christmas.
- Advertises “Holiday Wish List” online registry.
- Advertises “Holiday Shop” to “find the perfect holiday gift.”
- If you go to an obscurely hidden promotions section on Kohl’s Web site and click on Christmas, you will not find a single item listed using “Christmas.” It is all “holiday.”
TV commercials:
- Have three TV ads listed as “Holiday Media.” None of them reference “Christmas.”
Radio commercials:
- Uses the term “seasonal.” No reference to “Christmas.”
In-store visit:
- Signs throughout the store reference “holiday” or generic terms. Sign at front door references “Holiday Hours.” Nothing mentions “Christmas.”
Kohl's says it is embracing the "Christmas spirit." By that Kohl’s apparently means that they are embracing the Christmas spirit, but not Christmas. One can only assume that the use of "holiday" is the "Christmas spirit" they are embracing.
Kohl's Department Stores
Larry Montgomery, Chairman
and CEO
larry.montgomery@kohls.com
N56 W17000 Ridgewood Drive
Menomonee Falls, WI 53051
Phone: (262) 703-7000
(800) 653-1774
Vicki.Shamion@kohls.com VP of Public Relations
.American Family Association – Tupelo, MS 38803
www.afa.net