Target plans to significantly scale back its LGBTQ Pride Month merchandise following backlash last year that hurt its sales.
The details: Target confirmed its Pride collection will only be available “in select stores” where sales justify their placement – roughly half of their nearly 2,000 locations.
- Its 2024 collection of items will be much smaller than in years past.
- The collection will still be available online.
Back up: For years, Target has rolled out massive LGBTQ Pride displays at all their locations in June and sold rainbow-themed merchandise for kids and adults.
2023 backlash: The retailer received intense backlash last year for selling LGBTQ items geared towards children that included “tuck-friendly” bathing suits [for boys who want to wear girls’ suits] and shirts that said, “Trans people will always exist.”
Hurting their bottom line: Target’s CEO Brian Cornell admitted the backlash led to a drop in the company’s second-quarter earnings in 2023.
Big picture: Brands, from Target to Bud Light, are officially on notice.
This article is adapted from the free ‘Wake Up Right’ newsletter, which you can subscribe to here.
show less
