A vehicle floor mat affixation device includes at least two tines or hook members formed on respective helical paths around an axis of the affixation device and ending in sharpened points. The preferably tempered stainless steel hook members are adapted to easily pierce vehicle floor carpeting and to be screwed into place. A reverse face of the affixation device includes a panel of releasable fastening material that is designed to mate with a similar panel of releasable fastening material in the vehicle floor mat. The present invention resists affixation device pull out and shear forces applied to the mat with respect to the carpeting on which the mat is placed, but nonetheless permits easy removal and replacement of the vehicle floor mat and of the affixation devices themselves.