The "conservative" group, One Million Moms -- a project of the American Family Association -- is protesting J.C. Penney's decision to hire Ellen DeGeneres as their spokesperson. The anti-gay group wrote on its website, "Funny that J.C. Penney thinks hiring an open homosexual spokesperson will help their business when most of their customers are traditional families. More sales will be lost than gained unless they replace their spokesperson quickly and their brand transformation will be unsuccessful."

They are calling on the retailer to fire DeGeneres and "remain neutral in the culture war."

The Gay and Lesbian Alliance Against Discrimination (GLAAD) responded with a Stand Up For Ellen campaign. Their spokesperson said, "A vast majority of Americans today support Ellen as well as their LGBT friends and family members. Selecting an out performer who has inspired and entertained millions, is not only a smart business practice, but a reflection of how LGBT Americans today are an integral and valued part of the fabric of our culture."