Target (TGT) has changed its tune on the future of its most controversial merchandise. The retailer is pulling back on its pride collection and will only sell the items in “select stores” after facing backlash for marketing LGBTQ merchandise towards children and selling transgender swimsuits.
In a May 9 press release, Target claims that it will continue to support the LGBTQ community “year-round,” but where it sells its pride collection will be based on which stores it previously performed the best in.
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“We’re offering a collection of products including adult apparel and home and food and beverage items, curated based on consumer feedback,” said Target. “The collection will be available on Target.com and in select stores, based on historical sales performance.”
The move from Target comes after it faced a boycott over its pride collection during Pride month last year, which appeared to have contributed to the company facing a 5.4% decline in sales during the second-quarter of 2023.
The collection last year included “tuck-friendly” women’s swimsuits that had the ability to conceal male genitalia. It also featured calendars for children titled “queer all year” and books such as “Twas the Night before Pride.”
Month merchandise is displayed at a Target store on May 31, 2023 in San Francisco, California.
Justin Sullivan/Getty Images
Last August, Target revealed that it made the decision to remove some items from the collection shortly after its employees began to face threats at its stores. The hate for the collection even escalated to some stores across the nation facing bomb threats, which led to evacuations and an FBI investigation.
“As you know, we have featured a pride assortment for more than a decade,” said Target CEO Brian Cornell during an earnings call on Aug. 6, 2023. “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.”
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Target wasn’t the only company last year to face a boycott over its support of the LGBTQ community. Last April, Anheuser-Busch’s Bud Light faced a boycott after transgender social media influencer Dylan Mulvaney promoted the brand’s $15,000 giveaway on Instagram. The social campaign was viewed as a political issue by Bud Light’s consumers due to Mulvaney’s advocacy for transgender rights.
As a result of the boycott, Bud Light lost its spot as the top-selling beer in the United States. Its sales and revenue also declined significantly for several financial quarters.
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