Naughty or Nice
The American Family Association (AFA) is calling for a boycott of Gap, Inc. and its brands (Gap, Old Navy, Banana Republic) that is scheduled to run through Christmas Day. The boycott is in response to the brand’s holiday ads that supposedly downplay the word ‘Christmas’ by failing to recognize any specific religion. The AFA is even planning to release a “Naughty and Nice” list of retailers this season, singling out those ‘nice’ retailers who address Christmas and those ‘naughty’ ones that don’t.

I could personally care less whether retailers make ads dedicated to Christmas, Hanukah, Kwanzaa…or all of them for that matter. I’m not offended either way. The problem is, I’m in the minority: polls show that the majority of Americans (up to 80%) ARE offended by ads like these that go out of their way to be PC. Most Americans are still shopping for ‘Christmas’ and would like holiday ads to acknowledge it.

Why would brands produce advertising that offends 80% of their target demographic? Does that make any sense? Of course not. But it seems in the quest to be politically correct during the holiday season, they have forgotten the basics of retailing. I don’t care how politically correct it is; if your advertising doesn’t sell shit, it’s a failure. Unless, of course, you’re prepared to rely on the 20% of the demographic you haven’t offended with your PC advertising to carry you through the holiday season. And I’m betting no retailer out there worth its weight in holly and eggnog is willing to stake the entire holiday season on 20% of its consumer base.

AFA is wasting its time with a boycott: I’m willing to bet the offended American consumers will do it on their own. In this debate between ‘naughty’ and ‘nice,’ my money is on ‘nice.’ (Bet you didn’t see that coming!)

LINK
Adweek: Christian Group Calls for Gap Boycott