For several years, popular retail store Target has filled its shelves with Pride merchandise during the month of June to show support for the LGBTQ+ community. While millions of shoppers love the store’s rainbow-themed garments and products, millions of others have protested against them.
Now, in 2024, after several years of dealing with the substantial backlash from its #takepride line, Target has announced that it will only be selling Pride-themed “adult apparel” at select locations.
Target Has Proudly Celebrated Pride Month for 10 Years
Over the past decade, Target has stocked its shelves with rainbow t-shirts, swimsuits and accessories during June to celebrate Pride Month at all 2,000 of its stores.
While there have unquestionably always been Americans who disagree with the company’s decision to publicly support LGBTQ+ rights through its merchandise, the real trouble started in June 2023.
Protests Against Target 2023
In May 2023, Target announced that it would once again roll out its #takepride products for June. That month, a small but extremely vocal right-wing and anti-LGBTQ+ group took to the internet and the streets, encouraging people to boycott Target.
These protestors argued that Target’s decision to create Pride merchandise for children, not just for adults, was the problem. According to some Americans, Target was essentially encouraging children to be a part of the LGBTQ+ community, something that they believed was inherently wrong.
The Target Boycott Included Threats Against Employees
In addition to protesting in front of Target stores and on various social media platforms, some of those vehemently against Target’s Pride Month merchandise even threatened the store’s employees.
On May 24, 2023, Target released a statement that said, “Since introducing this year’s collection, we’ve experienced threats impacting our team members’ sense of safety and well-being while at work.”
Target’s Sales Dropped by 5.4% in 2023
Not every boycott makes a difference, especially with companies as large as Target. However, the company did see a significant decrease in sales in 2023, which was almost certainly a result of the boycott.
During the second quarter of 2023, when the shunning of the store was in full swing, Target reported a 5.4% decrease in nationwide sales. This was especially surprising and concerning for the giant corporation as it was the first time that Target experienced a drop in earnings in more than six years.
Misinformation Intensified the Boycott
Some Americans were simply against Target selling any products that promoted the support of LGBTQ+ rights. However, others argued that it wasn’t the rainbow apparel that offended them but the store’s decision to “push” transgender clothing on children.
A story began circulating that Target was selling a traditionally female bathing suit with “tuck-friendly construction” for children. It soon became public knowledge that the bathing suit was designed and sold for adults only. But the misinformation created an additional outpouring of protestors who did not stop once they found out the truth.
Millions of Americans Supported Target Throughout This Tumultuous Time
It’s important to note that while Target certainly did see a decrease in sales throughout the several-month-long boycott, millions of Americans praised Target for its dedication to supporting the LGBTQ+ community.
Few stores, especially big names like Target, have publicly supported the LGBTQ+ community in such a big way and expressed their gratitude to the company for its brave and kind decision to do so.
Target Limits Pride Merchandise 2024
However, exactly one year after the first boycott, Target has made a new and, to some, very surprising announcement.
This year only half of its 2,000 stores will sell Pride merchandise during June. Additionally, there will be no youth #takepride line — apparel will only be made in adult sizes.
Target Says the Focus Is Employee Protection
Within the announcement, Target made no mention of the decrease in sales last year. Instead, it explained that the change was implemented solely to ensure the safety of its employees.
Target said in a statement, “Most importantly, we want to create a welcoming and supportive environment for our LGBTQIA+ team members, which reflects our culture of care for the over 400,000 people who work at Target.”
Members of the LGTBQ+ Community Are Disappointed With Target
A Target spokesperson also noted that the company is still “committed to supporting” the LGBTQ+ community and celebrating Pride Month, but not everyone believes they are honoring that commitment.
President of the Human Rights Campaign, Kelley Robinson, told CNN, “Target’s decision is disappointing and alienates LGBTQ+ individuals and allies at the risk of not only their bottom line but also their values.” And since 30% of Gen Z identifies within the LGBTQ+ community, Target could certainly be alienating a larger percentage of their shoppers.
Many Argue Target Needs to Pick a Side
With this new “middle of the road” approach, Target is seemingly trying to appeal to all Americans, those within and who support the LGBTQ+ community, and those who oppose them. But it’s unlikely that this attitude will work as they want it to.
As Neil Saunders, managing director of retail at GlobalData, explained, “Unfortunately for Target, it has been dragged into the culture wars and is in a position where it can’t win whatever it does.”
Target May Alienate All of Its Customers
Target claims that it is responding to the “strong reaction” from customers last year regarding its Pride Month products and that the boycott was a “signal for us to pause, adapt and learn.”
But unfortunately for Target, the adaptation to its previously wholehearted support for the LGBTQ+ community will likely outrage millions of Americans. And since they’ve kept Pride Month paraphernalia in over 1,000 stores, the millions who boycotted last year may do so again.
