I love naming things (not characters and definitely not the story itself) in my stories. This broadens the characters' world and gives their settings flavor. Stores and restaurants and TV shows and organizations--all these and more are fair game.
It's especially fun to name them in thematic or symbolic ways that reveal the character's changing viewpoints or state of mind throughout the story.
Puns are my favorite and a weakness of mind, and I can't help using them. I try to only use them rarely, but sometimes a liberal sprinkling is fun in a first draft.