Target Takes Early Action Ahead of ‘Pride Month’ Following Last Year’s Controversy
Target announced a strategic move for ‘Pride Month,’ opting to withdraw ‘pride’ merchandise from specific locations following backlash in 2023. Despite prior controversies, the company emphasizes its commitment to ‘pride month’ celebrations. CEO statements hint at a cautious approach, focusing on timing and merchandise presentation. The 2024 collection will feature adult apparel, distancing from items targeting children.
By Richard Moorhead May 10, 2024 at 4:28pm
Target is taking a step back when it comes to LGBT “pride month” this year with a Thursday announcement that it will nix “pride” merchandise at some locations, according to CBS News.
The retail business touted its commitment to “pride month” in a news release while appearing to downgrade the availability of LGBT-themed merchandise.
Those items will only be available in “select stores, based on historical sales performance,” according to the company.
Target was the subject of backlash from the public over its selection of “pride” material in 2023.
Critics of the company were especially concerned with items that appeared to be designed for children.
Target suffers worst profit drop in 6 years after the retailers disastrous Pride collection marketed at children.
In store sales are down 5.4% while online sales have dropped 10.5%.
The company’s quarterly sales dropped significantly for the first time in 6 years with the CFO… pic.twitter.com/qWp4mZjuVo
— Oli London (@OliLondonTV) August 16, 2023
Some customers even confronted Target employees and pushed over LGBT displays in statements of objection to the merchandise, according to CBS.
In an earnings call last year, Target CFO Michael Fiddelke frankly admitted that backlash to the “pride” material hurt the firm’s bottom line, according to Business Insider.
Should Target sell “pride month” items?
“Traffic and top-line trends were affected by the reaction to our ‘pride’ assortment,” he commented.
He claimed it was “not possible to reliably quantify the separate impact” of the backlash, but the retailer saw a revenue decline of 4.9 percent, according to Business Insider.
Target CEO Brian Cornell also said last year that the company would be “mindful of timing, placement, and presentation” in arranging future celebrations of “pride month” in the future.
Target will limit the availability of its 2024 Pride Month collection after last year’s conservative blowback over its LGBTQ+ themed merchandise. https://t.co/AKogSKhE9X
— The Washington Post (@washingtonpost) May 10, 2024
It’s not clear which locations will continue to offer the merchandise. Target has nearly 2,000 stores in the United States, according to the company’s website.
LGBT-themed displays at locations in North Carolina and Texas were met with such negative reactions last year that the stores moved the items to less prominent locations on their floors, according to NBC News.
The company did clarify in this year’s news release that its “pride month” products would include “adult apparel,” apparently distinguishing the clothing from anything intended for children.
Target also touted its programs that celebrate the “LGBTQIA+ community” in the statement.
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