Target’s foot traffic has declined for the eighth week after cutting off DEI programs, and it’s starting to show up in its bottom line. The retail giant has been taking hits in foot traffic and public opinion since it pulled the plug on its Diversity, Equity, and Inclusion (DEI) initiatives earlier this year.
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According to Fortune, Target’s foot traffic dropped by 5.7% during the week of March 17, marking the eighth straight week of decline. Even more concerning, the brand reported an average weekly dip of 6.2% over the past two months, alongside a 3.1% revenue drop in February.
Inside Target’s Controversial Move to Cut DEI Programs—and the Backlash That Followed
Back in late January, Target shocked consumers and advocacy groups alike when it quietly dismantled its DEI efforts. The move came after months of right-wing criticism and public scrutiny, but the decision sparked new flames instead of cooling controversy.
In response, a coalition of Black clergy and activists launched the “Target Fast”—a 40-day spiritual boycott that aligned with Lent. According to organizers, the protest isn’t just about dollars and cents—it’s a “spiritual act of resistance.”
“This Lent, we will begin a corporate fast, starting with Target, as a spiritual act of resistance. Just as Jesus overturned the tables in the temple, challenging the exploitation and hypocrisy of his day, we too must disrupt business as usual,”
The boycott originally aimed for 100,000 participants, but surpassed 150,000 sign-ups, sending a clear message that faith-based communities and racial justice advocates aren’t playing around regard
Meanwhile, Target executives remain hopeful that the Easter holiday rush might offer a boost, but those projections seem shaky in light of continued public pushback.
Foot Traffic, Sales, and PR: How Target’s Numbers Are Trending Post-DEI Exit
Numbers don’t lie. Target’s decision to end its DEI programs hasn’t just triggered a cultural backlash—it’s showing up in the data:
- Foot traffic down 5.7% in mid-March
- Average weekly decline of 6.2% since the end of January
- 3.1% drop in February sales
- Over 150,000 people participating in Target Fast boycott
- Target’s market value decreased by over $12 billion, bringing its valuation to approximately $61.77 billion
What makes the situation escalate is the lack of transparency from Target’s executive team. Since the DEI rollback, the company has yet to issue a detailed public explanation.
Conclusion: Target Faces Foot Traffic Decline for the Eighth Week—DEI Controversy Costs Are Adding Up
It’s been eight weeks, and the numbers don’t lie: Target faces foot traffic decline for the eighth week after cutting off DEI programs, and the backlash shows no signs of slowing. With a massive boycott underway, declining sales, and silence from the brand’s top brass, Target is walking a tightrope between corporate appeasement and consumer fallout.