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Backlash Forces Target to Restrict Pride Collection



The Real Picture

  • The retail giant, Target, will restrict the distribution of its “Pride” merchandise this year, following a backlash against some controversial pieces from last year’s Pride collection, including “tuck-friendly” swimsuits.
  • This move follows boycotts and a decrease in sales and stock prices, with sales declining for the first time in six years in the second quarter, seeing a 5.4 percent drop compared to the same period last year.
  • Regardless of these changes, Target continues to support the LGBT movement and aims to create a supportive environment for its more than 400,000 employees.

Target, in response to customer backlash and a significant drop in sales, announced last Friday that it would be limiting the distribution of its “Pride” merchandise this year. The retail giant confirmed in a statement that the LGBTQIA+-themed merchandise would be available in select markets only, a decision made based on “guest insights and consumer research.”

Even with the changes in its approach to Pride merchandise, Target reiterated its commitment to the LGBTQIA+ community.
“Target is committed to supporting the LGBTQIA+ community during Pride Month and throughout the year,” the company stated. “Most significantly, we want to create a welcoming and supportive environment for our LGBTQIA+ team members. This mirrors our culture of care for the more than 400,000 people who work at Target.”

The criticism against Target began last year when the retailer introduced “tuck-friendly” and “extra crotch coverage” swimsuits as part of its Pride collection. These items, described as having been “thoughtfully fit on various body types and gender expressions,” led to boycott calls against Target, resulting in a drop in sales and stock prices.

Besides these swimming suits, Target’s “Pride Collection” comprised a variety of items. These ranged from small t-shirts with phrases like “Just Be You And Feel The Love,” to Pride-themed onesies, rainbow-colored leggings, tutu skirts, and jumpers.

The controversy sparked by these products led to a significant sales decrease. During the second quarter, the company’s sales fell for the first time in six years, showing a 5.4% drop compared to the same period last year. Online sales saw an even greater drop, falling nearly twice as much at 10.5%.

Reacting to these decreasing figures, Target held emergency meetings, aiming to avoid a financial downturn.

“We were given 36 hours, told to take all of our Pride stuff, the entire section, and move it into a section that’s a third the size. From the front of the store to the back of the store, you can’t have anything on mannequins and no large signage,” an insider shared. It is yet to be seen how Target’s revised approach to Pride merchandise will affect its performance in the upcoming months.

Let us know what you think, please share your thoughts in the comments below.




  1. Jack Riley

    May 15, 2024 at 10:39 pm

    will never shop at Target. Haven’t shopped there for about 4 years. Will not shop at a store that put women and little girls at risk because of their policy of allowing men in women’s. restroom and changing rooms. Amarillo, Tx

  2. Orion

    May 17, 2024 at 8:17 am

    God gave us our constitutional republic and spoiled ignorant brats are destroying it.

  3. Allen Jacobs

    May 18, 2024 at 7:22 am

    The public made a statement and target listened.

  4. Carabec

    May 18, 2024 at 8:48 am

    I left TARGET forever when it Announced that men are free to invade The Ladies Room in TARGET! I not only shopped at Target, I used the Pharmacy and Minute Clinic!

  5. Valerie

    May 18, 2024 at 10:42 am

    We also no longer shop at Target. Everyone should be treated equally & that includes respect. No one group or otherwise, should feel or be treated, more or less, or any differently than any other. No special treatment. Bathrooms should stay the way they were originally designed to be used. If a certain group wishes to be all inclusive, give them their own separate bathroom.

  6. M.A. White

    May 18, 2024 at 10:43 am

    So Target is fretting about the LGBQXYZ employees and the less then 1% of the population. So let’s screw the customers who are our main source of income. I miss Common Sense. I cannot understand why Target’s share holders and Board of Directors allow this bs to continue.

    • EMMA

      May 18, 2024 at 12:45 pm


  7. John Stuczynski

    May 18, 2024 at 12:18 pm

    They just do not get the message!

  8. Lou

    May 18, 2024 at 4:11 pm

    As for me. I recommend to targetvthat they accentuate this line no different than any other. Unless Target wants to be noted as the gay storehouse. Most guys I know are unknown to the public by act or dress.

  9. john p kneeland

    May 23, 2024 at 4:27 pm

    Hoping Target goes bankrupt……like their ethics!

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