Target Caves to Right-Wing Backlash, Says It Will Not Sell Pride Month Merchandise in Many Stores
Target faces blowback over LGBTQ-themed merchandise
Target, a leading retail giant, has recently succumbed to pressure from conservative groups and decided not to sell its annual Pride Month Collection in a significant portion of its stores. This decision comes in response to right-wing activists’ protests and threats, targeting the corporation’s support for and sale of LGBTQ-themed merchandise.
A decade of LGBTQ merchandise
For over a decade, Target has made it a tradition to sell LGBTQ merchandise every month of June, coinciding with Pride Month. This annual collection has been well-received and celebrated by numerous individuals and advocacy groups across the country.
However, the corporation has been subjected to mounting pressure from right-wing activists in recent years. These conservative groups have expressed discontent and organized in-store protests against Target’s support for the LGBTQ community.
Pride merchandise only available online
Despite the decision not to sell Pride merchandise in physical stores, Target affirms its commitment to supporting the LGBTQIA+ community. The company assures customers that the merchandise will still be available for purchase through its online platform, ensuring it remains accessible to individuals worldwide.
Strategic approach to sales
While Pride merchandise will no longer be distributed across all stores, Target will still include select items from its Pride collection in designated “select stores.” This decision is based on historical sales performances, indicating that Pride merchandise will continue to be made available in some physical locations.
With an extensive network of about 2,000 stores, it is expected that approximately half of Target’s locations will carry the Pride collection, ensuring the collection’s accessibility to a substantial portion of the company’s customer base.
Conservative protest targeting transgender clothing and Pride merchandise for children
An escalation of boycott threats from conservative activists, accompanied by intimidation of employees, focused on Target’s sale of clothing for transgender individuals, including bathing suits, as well as Pride merchandise specifically designed for children. Target has stated that this reaction is an opportunity to reflect, learn, and redefine its future approach, striking a balance between inclusivity, broad appeal, and celebration.
Backlash from advocacy groups
Target’s decision to reduce the availability of the Pride collection has drawn criticism from advocacy groups, who view the change as a disappointing abandonment of the LGBTQ+ community. These groups argue that by yielding to right-wing pressure, Target risks compromising not only its financial performance but also its core values.
Kelley Robinson, president of the Human Rights Campaign, expressed disappointment, stating, “Target’s decision is disappointing and alienates LGBTQ+ individuals and allies at the risk of not only their bottom line but also their values” (source).
