Criteria - AFA reviewed up to four areas to determine if a company was "Christmas-friendly" in their advertising: print media (newspaper inserts), broadcast media (radio/television), website 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."

The Code:

Companies FOR Christmas: Company uses the term "Christmas" on a regular basis, we consider that company Christmas-friendly.

Companies Marginalizing Christmas: Company refers to Christmas infrequently, or in a single advertising medium, but not in others.

Companies Against Christmas: Company may use "Christmas" sparingly in a single or unique product description, but as a company, does not recognize it.

Companies FOR "Christmas"
updated 11-10-09

Amazon.com
Bass Pro Shops
Bath & Body Works
Bed Bath & Beyond
Belk
Big Lots
Cabella's
Costco
Dollar Tree
Family Dollar
Dollar General
H.E.B. Stores
Hallmark
Hobby Lobby
Home Depot
JC Penney
Kmart
Lowe's
Macy's
Meijer
Menard's
Michael's Stores
Neiman Marcus
Petsmart
QVC
Rite Aid
Sears
Super D Drug Stores
Target
Toys R Us
Walgreens
Wal-Mart/Sam's Club

Companies marginalizing "Christmas"
updated 11-10-09