Target scales back LGBTQ+ Pride Month merchandise after right-wing backlash impacts sales | Advocate

This blog originally appeared at ADVOCATE.

The retailer, which has nearly 2,000 locations across the United States, will now stock Pride products in only about half of its stores.

Target has reduced its LGBTQ+ Pride Month merchandise in some stores this year, according to Bloomberg.

The retailer, which operates nearly 2,000 locations across the United States, will only stock Pride products in about half of its stores, sources close to the situation told Bloomberg. The company is determining which stores will carry the merchandise based on recent sales data. All products will still be available online.

A Target spokesperson stated, “Target is committed to supporting the LGBTQIA+ community during Pride Month and year-round.”

The retailer has celebrated Pride Month every June for over a decade with a collection honoring the LGBTQ+ community. In May of last year, Target began removing some Pride items in certain locations after threats were made to their employees’ safety, a company spokesperson told The Advocate.

“Since introducing this year’s collection, we’ve experienced threats impacting our team members’ sense of safety and well-being while at work,” they said. The behavior ranged from confrontations between customers and workers and items being thrown, to bomb threats or direct threats against employee safety.

Target CEO Brian Cornell later defended the decision to pull products, telling CNBC in November that employees faced “very aggressive behavior,” including threats, destruction of merchandise, and disruptions in the cashier area. Some customers escalated the hostility by yelling at employees and threatening to “light product on fire” within the stores.

Bloomberg’s recent report did not mention employee safety concerns but instead cited financial motivations behind the decision. Target reported a 5 percent drop in sales from April to June compared to the same period the previous year, attributing the decline to the backlash.

The Target spokesperson expressed optimism for improved second-quarter sales this year but did not provide further details. Human Rights Campaign President Kelley Robinson responded with a statement, saying, “Target’s decision is disappointing and alienates LGBTQ+ individuals and allies, risking not only their bottom line but also their values.”

“Pride merchandise carries significance. LGBTQ+ individuals reside in every corner of this nation, and our presence is undeniable,” she emphasized. “With LGBTQ+ individuals representing 30 percent of Gen Z, companies must recognize that community members and allies seek businesses that demonstrate wholehearted support for the community. This entails visible demonstrations of allyship.”