Christians looking to support companies that aren’t shy about acknowledging the spiritual origins of Christmas will be interested in Liberty Counsel’s recently released 2026 “Naughty and Nice Retail List.”
According to the National Retail Federation, consumers are expected to spend $1.013 trillion between now and Christmas – a 4.2% jump over last year’s sales of $972 billion.
For many stores, the Christmas season is a make-or-break period of the year. For example, the toy and hobby industry reports that over 26% of their revenue is recorded in November and December.
Even though it’s not yet Thanksgiving, you’ve likely seen plenty of seasonal displays at stores, online or even in mail order catalogs. Since September, Costco has been dedicating several rows in their stores to Christmas trees and numerous other home decorations. Fliers from the popular warehouse outlet promote “Holiday Savings” – but they’re also enthusiastically selling Nativity sets and other items that acknowledge Jesus is the reason for the season.
Sam’s Club, Costco’s closest competitor, also makes the “Nice List” because they’re selling plenty of Christmas specific items. Sam Walton, Walmart’s founder, was an elder at First Presbyterian Church in Bentonville. Although otherwise quiet about his faith, his business philosophy seemed to reflect characteristics of the faith. For example, he once said, “Leaders must always put their people before themselves. If you do that, your business will take care of itself.”
Hobby Lobby, who also made the “Nice List,” has boldly acknowledged Jesus’ birth for decades. In addition to noting on their website that they’re “committed to honoring the Lord,” the store takes out full-page ads in newspapers sharing the biblical account of Christ’s birth.
Bass Pro Shops is advertising a “Christmas Gift Guide,” “Bed Bath & Beyond’s” website features a Christmas section, and Target declares, “Let the Christmas fun begin.” Barnes & Noble made it off the “Naughty List” by including gift cards that proclaim “Merry Christmas” and plenty of Christmas-related books and products.
Back in 1949, a Catholic group known as the Archconfraternity of Christian Mothers launched a campaign urging retailers to “Put Christ Back into Christmas.” Hundreds of companies obliged. The effort sought to counter the growing popularity of Santa Claus and other sentimental and secular imagery associated with the season.
Liberty Counsel notes those companies that “Silence and Censor Christmas” – specifically brands that may feature Santa, multicolored lights, and wintry scenes, but very deliberately avoid any reference to Christmas or Jesus.
American Eagle Outfitters has a “Gift Guide” and “Grinch Shop” but no Christmas Shop. Best Buy calls this “saving season,” the Gap Inc. brand (Old Navy, Banana Republic,” and Athleta) has no reference to Christmas whatsoever, and Lord & Taylor says this is “A Season to Celebrate” but never says what anyone is celebrating.
It seems plenty of stores are avoiding references to “Christmas” and instead substituting it with the word “holiday.” In fairness, that word stems from the Old English word “haligdoeg” meaning “holy day” or “religious festival.” In an increasingly pluralistic country, retailers are interested in appealing to everyone at once without offending the small minority who might be offended by explicitly Christian messaging.
We’re grateful for companies and retailers who unapologetically acknowledge Christmas for what it is – a celebration of the birth of Jesus Christ.
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