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2017 Naughty or Nice List

Friday, March 3, 2017 @ 1:56 PM

Rating the Top Retailers and How They Market to Christmas Shoppers

Take Action: Click On Any "Naughty" Company Name For Details and Contact Information


  • Ace Hardware
  • AFA Online Store
  • Banana Republic
  • Bass Pro Shops
  • Bath & Body Works
  • Bed Bath & Beyond
  • Belk
  • Big Lots
  • Books-A-Million
  • Cabela's
  • Cracker Barrel
  • Dick's Sporting Goods
  • Dillards
  • Do-It-Best Hardware
  • Dollar Tree
  • Fred's
  • H.E.B. Stores
  • Hallmark
  • Harbor Freight
  • Harris Teeter Stores
  • Hobby Lobby
  • Home Depot
  • Hy-Vee Stores
  • JCPenney
  • JoAnn Fabrics
  • Kirkland's
  • Kmart
  • Kroger
  • L.L. Bean
  • Lowe's
  • Macy's
  • Marshalls
  • Meijer
  • Menard's
  • Michael's Stores
  • Neiman Marcus
  • Pier One Imports
  • Publix
  • Rite Aid
  • Sam's Club
  • Scheels Sporting Goods
  • Super D Drug
  • TJ Maxx
  • Toys R Us
  • True Value
  • Wal-Mart


  • Academy Sports + Outdoors
  • CVS Pharmacy
  • Dollar General
  • Kohl's
  • Old Navy
  • Safeway
  • Sears
  • Starbucks
  • Walgreens


  • Barnes & Noble
  • Best Buy
  • Family Dollar
  • Foot Locker
  • Gap, Inc.
  • The Limited
  • Maurice's
  • Nordstrom
  • Office Depot
  • Office Max
  • Pet Smart
  • Staples
  • Stein Mart
  • Supervalu
  • Victoria's Secret

We continually update the list, so check back often.

Criteria - AFA reviews up to five areas to determine if a company is "Christmas-friendly" in their advertising: print media (newspaper inserts), broadcast media (radio/television), website, social media (Facebook, Twitter) 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."

Want to report a company? Send your detailed report to Please know that we receive hundreds of reports (emails) each day. We are unable to respond to each one personally, but your report will be read by one of our staff.

Please Note: AFA does not list local or regional companies. Only nationally-recognized companies will be listed. This list only reflects a company's "Christmas" advertising and does not take into account other corporate policies AFA may not agree with.


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