Target has announced changes to its strategy for selling LBGTQ-themed products following backlash last year over its decision to stock items tailored for transgender individuals. This year, the retail giant will offer its Pride merchandise in a limited number of its nearly 2,000 locations and online, based on “historical sales performance,” the company stated on Thursday.
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Unlike previous years, where Pride items were available at all Target stores, this year’s collection will focus only on adult apparel. The move marks a significant shift by Target, which faced criticism last year and a boycott spurred by false accusations from some shoppers that the company was marketing transgender-specific swimsuits to children. In response, Target has emphasized that its commitment to the LBGTQIA+ community remains strong during Pride Month and throughout the year. A spokesperson highlighted the company’s internal culture of care and support for over 400,000 employees.
“We have long offered benefits and resources for the community, and we will have internal programs to celebrate Pride 2024,” a spokesperson added. Controversy surrounding Target’s support of the LBGTQIA+ community isn’t new; the retailer faced backlash after its CEO made a political donation to a candidate opposed to gay marriage a decade ago. However, according to NBC News, Target’s latest decision has drawn mixed reactions, as some conservative figures have applauded the reduction of Pride-themed products.
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Target is not the first company to face pressure regarding its support for the LBGTQIA+ community. Some recent examples include Disney’s legal battle with Florida over the state’s “Don’t Sat Gay” law and Bud Light’s experiencing a boycott following a marketing campaign featuring a transgender influencer. Best Buy also faced backlash for how it handled donations to LBGTQ organizations, although it affirmed its commitment to supporting LBGTQIA+ groups.
President of the Human Rights Campaign, Kelley Robinson, said the retailer’s decision could alienate LBGTQ+ individuals and allies, potentially impacting the company’s bottom line and values.