Target DOWNSIZES LGBT Pride products after last year’s backlash

05/14/2024 / By Kevin Hughes

Ahead of LGBT Pride celebrations next month, big-box retailer Target will be downsizing its LGBT products after last year’s backlash.

Citing people informed of the issue who spoke on condition of anonymity, Bloomberg News reported that the Minneapolis-based company won’t sell LGBT-themed merchandise in some of its stores in June. According to the sources, Target plans to stock Pride products online and in select stores.

The company has sold the Pride collection in all of its stores in the last few years. But this year, Target is expected to supply the products in just half of its almost 2,000 stores in the United States.

In a statement on its website, Target announced that the items will be carefully selected according to consumer feedback. The merchandise – set to include adult apparel, food and beverages and home goods – will be sold in certain stores “based on historical sales performance.”

“At Target, we know our business thrives when we create experiences that foster a sense of belonging. That’s why we support and celebrate the LGBT community during Pride month and all year round,” the statement said.

“We’re joining local Pride events in our hometown of Minneapolis and around the country. We continue to support LGBTQIA+ organizations year-round – including Human Rights Campaign (HRC), Family Equality and more. Target also spotlights LGBT-owned brands in our assortment during Pride Month and throughout the year in our stores and online.”

Bloomberg News explained that the upcoming Pride Month in June is crucial for Target. The outlet continued: “Last year’s pushback, along with softer demand for discretionary products, contributed to a persistent decline in sales. Comparable sales remain underwater, though the company has said it expects them to return to growth in the second quarter.” (Related: Target loses $9B in week following boycott calls over LGBTQ-friendly kids clothing.)

Target CEO says company learned from the backlash

“Target’s move to scale back its presence of Pride merchandise for this year isn’t unexpected,” according to the Associated Press. Last August, the company’s CEO Brian Cornell told reporters that Target learned from the backlash. He added that the big-box retailer would be more thoughtful about merchandise decisions for heritage months that celebrate the achievements of marginalized groups.

Cornell also recounted that seeing what staffers had endured at the height of the backlash against Target was “gut-wrenching.”

But HRC President Kelley Robinson did not take too kindly to Target’s decision. She denounced the big-box retailer’s decision as disappointing, warning that it “alienates LGBT individuals and allies at the risk of not only their bottom line, but also their values.”

“Pride merchandise means something. LGBT people are in every ZIP code in this country, and we aren’t going anywhere,” Robinson said in an emailed statement. “With LGBT people making up 30 percent of Gen Z, companies need to understand that community members and allies want businesses that express full-hearted support for the community. That includes visible displays of allyship.”

Watch Tim Pool’s commentary about Target losing $9 billion as a result of the Pride merchandise backlash in the clip below.

This video is from the SecureLife channel on Brighteon.com.