Target has long been a supporter of the LGBTQ community, but due to backlash from conservatives last year, the retailer will be scaling back its selection of Pride merchandise. This resulted in a decrease in sales, leading Target to reconsider its offerings.
Last year, Target faced heavy criticism after a women’s bathing suit, described as “tuck friendly,” was misconstrued as being marketed towards children. This misinformation led to a boycott by right-wing activists, along with destruction of the retailer’s Pride displays and threats against store employees. As a result, Target made the decision to remove Pride merchandise from some of its stores.
This year, Target is taking a different approach. The retailer will offer a more curated selection of “adult apparel,” “home,” and “food and beverage” items based on customer feedback. Customers will have the option to purchase products from Target’s 2024 Pride collection through their website or select stores. The decision to offer a more limited selection is based on historical performance.
Despite the reduction in merchandise, Target remains committed to supporting the LGBTQ community. The company emphasizes the importance of creating a welcoming and supportive environment for its LGBTQIA+ team members. With over 400,000 people working at Target, fostering a culture of care is of utmost importance.
