Target will only offer “pride month” merchandise at “select stores” this year, a move which comes after the retailer drew backlash last summer for items endorsing homosexual and transgender lifestyles, especially for children.
Target announced in a press release last week that they are offering “a collection of products,” including adult apparel as well as home, food, and beverage items, online and in stores across the country “based on historical sales performance.” The company nevertheless clarified that they will support local “pride month” marches, offer resources and benefits to self-described LGBT employees, and donate funds to LGBT nonprofits and lobbying groups.
The retail business experienced a significant stock market hit last year as consumers in conservative portions of the country reacted against the “pride month” merchandise. They also received backlash for hiring a Satanist to create parts of the collection.
Some shoppers pushed over “pride month” displays at Target stores last year or confronted employees about the controversial merchandise, leading Target to move the displays to the back of those stores. Roughly half of Target locations will have LGBT items this summer.
Target chief financial officer Michael Fiddelke admitted in an earnings call last year that “traffic and topline trends” were affected by “the reaction to our ‘pride’ assortment.” Target chief executive Brian Cornell likewise said that “many of our store team members faced a negative guest reaction to our ‘pride’ assortment,” yet insisted that “pride month” remains “one of many heritage moments that are important to our guests and our team.”
Several other brands have faced backlash for their endorsements of homosexuality and transgenderism: Bud Light lost their spot as the most popular beer in the United States after marketing executives tapped Dylan Mulvaney, a male social media influencer who claims to be a woman, to spotlight a custom beer can emblazoned with his likeness.