By Lore Ramirez
May 10, 2024, 12:43 PM EDT
Following strong backlash from conservative groups over its LGBTQ+-themed products, which included swimsuits specially designed for transgender people, Target announced that it will no longer sell the Pride collection in all its stores during Pride Month.
The retailer announced in a fact sheet Thursday that it will offer a collection of products including adult apparel, home goods, beverages and food to celebrate Pride Month in June. The detail this 2024 is that Target’s Pride collection will be available online and only in select stores “based on historical sales performance.”
With a decade of featuring LGBTQ+ products during Pride Month, Target was one of the retailers attacked for what conservatives called “rainbow capitalism.”.
Conservative activists organized boycotts, Target employees threatened over displays of LGBTQ+ products in stores and branches in at least five states had to be evacuated after receiving bomb threats, prompting the company to recall some of the Pride products. Advocacy groups have condemned Target for bowing to pressure.
Pride 2024 Collection at Target: Where to Get It
In addition to power shop the LGBTQ+ themed collection in Pride Month on the website, Target’s Pride merchandise will be sold in half of the company’s nearly 2,000 stores; according to information shared by Bloomberg.
To the Pride collection Target will add other activities to celebrate Pride Month including participating in local pride events near its headquarters in Minneapolis, supporting related advocacy groups, and selling LGBTQ+-owned brands.
Sales reduction at Target
At the time, analysts pointed out that backlash and boycotts likely hurt Target sales, But the company also faced larger programs as customers have become more selective about the type of discretionary products that overflow the retailer’s shelves.
According to Neil Saunders, analyst at GlobalData, Target appears to be implementing a more cautious approach; not only through reducing the number of stores that will sell the Pride collectionbut also with a smaller range of products and more carefully selected suppliers.
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