Every year at this time we are now treated to the American Family Association and Liberty Counsel, among other Christian right groups, breathlessly telling their followers which companies are engaged in a “war on Christmas” and which are not. Alyssa Rosenberg reveals just how crass and idiotic the whole thing is:
First, the measure of whether a company is pro-Christmas is hilariously divorced from any theoretical Christian values or expression of the Christmas spirit, and determined solely by marketing. “BLUE: An AFA ’5-Star’ rated company that promotes and celebrates Christmas on an exceptional basis,” the list’s key explains. “GREEN: Company uses the term “Christmas” on a regular basis, we consider that company Christmas-friendly. YELLOW: Company refers to Christmas infrequently, or in a single advertising medium, but not in others. RED: Company may use “Christmas” sparingly in a single or unique product description, but as a company, does not recognize it.”
The only stated value, in other words, is how much retailers talk about Christmas. By this metric, a porn company, or one that kills Bengladeshi child laborers it’s stolen from their families as part of its production process, could issue a statement declaring its belief that Christmas is the most important holiday of the year, slap the term “Christmas” on all of its products, and earn at least a Green rating (though in the former case, the AFA would certainly step in to intervene). The AFA is ostensibly a Christian organization, but the way it determines what counts as naughty or nice rewards effectively companies for how intensely they commercialize the birth of Christ.
That potential for hypocrisy gets even clearer when we look at the list of “Companies For ‘Christmas’” in detail. Walmart, Best Buy, Target, Kmart, Macy’s, Kohl’s, J.C. Penney, and Toys R Us all get passing grades from the American Family Association. They’re also stores that are opening at 6PM on Thanksgiving Day to jumpstart their Black Friday sales, a grotesque invasion of the commercial spirit into a day that’s supposed to be a celebration of America’s beginnings, and has historically been a nearly-universally observed holiday that gives families times together.
But that is only hypocrisy if one believes that the AFA is actually a Christian organization, as opposed to a political machine designed to support right wing causes and sell merchandise (at the bottom of their “naughty and nice” list webpage they’ll be happy to sell you packs of buttons and yard signs to let everyone know that you’re pro-Christmas). This is just another way to fire up the rubes with tall tales of anti-Christian hostility that exists only in their minds.