Target is taking a more limited approach this year after receiving criticism last year for its store displays during Pride Month, the annual June celebration for LGBTQ Americans.
The company said in an emailed statement Friday that the Pride-themed products will be available at “select stores and Target.com.” This is a change from previous years, when the product was more prominent and widely available at most Target stores.
Target has displayed Pride apparel and merchandise prominently in many of its stores, sometimes near the entrance. But Target faced anger and calls for a boycott from some conservative critics and customers last year over its exhibits, including clothing and books for children about transgender issues and gender fluidity.
At the time, the chain expressed concern for the safety of its employees, saying some customers had shouted at them and thrown Pride-themed merchandise on the floor. Target ended up moving the displays from the front of some stores and placing them further back.
The retailer said the products in this year's collection were “curated based on guest insights and consumer research.” Target's Pride strategy was first reported by Bloomberg News.
By taking a more subdued approach to Pride-themed merchandise, Target risks alienating LGBTQ customers and allies. For years, companies have used Pride Month as an opportunity to show support for the LGBTQ community and leverage its growing economic, political, and social influence.
Marketing campaigns around Pride Month have faced opposition in the past, but the backlash was particularly strong last year due to the domestic political climate. For example, sales of Anheuser-Busch InBev's popular beer Bud Light were shared by transgender influencer Dylan Mulvaney on his Instagram account as part of a social media campaign promoting the Bud Light contest. After posting the video on , it plummeted.
Still, LGBTQ advocates say they believe many companies and brands will observe Pride Month in June.
“Last year, hundreds of brands celebrated Pride loud and proud,” Sarah Kate Ellis, president and CEO of GLAAD, which works with companies to develop Pride Month communications and plans, said in an e-mail. said in an emailed statement. Ellis cited her conversations with companies this year and added that she is “on track to continue to show strong support in 2024.”
Jordyn Holman Contributed to the report.
