In a surprising turn of events, Target (TGT) has adjusted its strategy concerning its pride collection. The retail giant has announced that it will be significantly limiting its LGBTQ merchandise to “select stores” following public backlash over items marketed towards children, such as transgender swimsuits.
A press release dated May 9 conveyed Target’s ongoing commitment to supporting the LGBTQ community “year-round” while emphasizing a strategic focus on stores where these products have historically performed well.
“We’re offering a collection of products including adult apparel, home, and food and beverage items, curated based on consumer feedback,” Target confirmed. “The collection will be available on Target.com and in select stores, based on historical sales performance.”
The Backlash and Financial Impact
The backlash against Target’s pride collection in 2023 during Pride Month has undeniably influenced the retailer’s decision. Facing a boycott, the company experienced a 5.4% dip in sales in the second quarter of 2023, reflecting the impact of their controversial merchandise.
Their collection featured swimsuits marketed as “tuck-friendly,” which could conceal male genitalia and children’s products like “Queer All Year” calendars and books such as “Twas the Night Before Pride.”
BREAKING: Target has announced it will stop selling its ‘Pride collection’ in most stores after huge backlash over LGBTQ+-themed merchandise, including bathing suits designed for transgender people, harmed sales. pic.twitter.com/inHM94BJvu
— Leading Report (@LeadingReport) May 10, 2024
Target’s Response to Escalating Threats
The fallout from the Pride merchandise controversy wasn’t just financial. On August 6, 2023, Target CEO Brian Cornell shared that the company had to swiftly remove some items after employees began facing threats at stores. Some stores even reported bomb threats, prompting evacuations and an FBI investigation.
“As you know, we have featured a pride assortment for more than a decade,” Cornell noted during an earnings call. “However, after the launch of the assortment this year, members of our team began experiencing threats and aggressive actions that affected their sense of safety and well-being while at work.
I want to make it clear, we denounce violence and hate of all kinds. And the safety of our team and our guests is our top priority. So, to protect the team in the face of these threatening circumstances, we quickly made changes, including the removal of items through the center of the most significant confrontational behavior.”
Broader Corporate Impact
Target’s challenges are not isolated; other companies also experienced similar backlash over their support of LGBTQ rights. In April 2023, Anheuser-Busch’s Bud Light faced a consumer boycott following a social media campaign featuring transgender influencer Dylan Mulvaney.
This campaign sparked a political debate among consumers due to Mulvaney’s vocal advocacy for transgender rights.
Navigating the Changing Retail Landscape
As Target adapts to the changing retail environment amid social and political controversies, its response highlights the delicate balance that corporations face when aligning business strategies with social issues.
The company remains steadfast in supporting the LGBTQ community but will tread carefully in the future as it decides how to approach marketing its Pride merchandise.
