By Greg Hazley
Retailer Dick's Sporting Goods said it will change its marketing from "holiday" to "Christmas" after a boycott threat from the PR-savvy American Family Association.
Dick's, which said the change was being planned anyway, was one of about two dozen companies targeted by the AFA for being "against" or "marginalizing Christmas" before the company said Monday that it would make the change.
Companies that continue to be in the crosshairs of the AFA include Barnes & Noble, CVS Pharmacy and Staples, among others.
"We have made significant changes from past years, when 'holiday' was the dominant theme of our advertising," Dick's vice chairman Bill Columbo told the AFA, according to the group. Columbo said the changes were already planned and noted newspaper ads will read "Christmas 2010" starting Nov. 28.
"This is a huge win for the pro-faith community in America," said AFA executive VP Buddy Smith. "It's gratifying to see a retailer like Dick's recognize that our nation has specifically set aside December 25 to honor the birthday of Jesus Christ."
The DSG website has already changed a tagline from "Holiday Shop" to a "Christmas Shop."
The AFA, a 33-year-old Christian advocacy group formerly known until 1988 as the National Federation for Decency, called the move "another victory in the war on Christmas."
Last year, the non-profit targeted The Gap, which added Christmas mentions in its advertising and store promotions, and it has sought to build boycotts against companies like Ford and Campbell's Soup Company for supporting gay publications and same-sex marriage.
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