Target scales back its Pride Month collection in stores

Target will no longer sell its Pride Month collection in all stores after conservative blowback over LGBTQ+-themed merchandise, including bathing suits designed for transgender people, harmed sales.

The retailer told USA TODAY the collection will be available on its website and in “select stores” depending on “historical sales performance.”

Target – which has a decadelong track record of featuring LGBTQ+ merchandise during Pride Month – was one of the corporations assailed for “rainbow capitalism” last June during Pride Month.

Conservative activists organized boycotts and some threatened Target employees over LGBTQ+ displays in stores, prompting the chain to pull some of the Pride merchandise. Advocacy groups condemned Target for bowing to pressure.

Target said that this year it will carry adult apparel, home products, and food and beverages in its Pride collection that it has curated “based on guest insights and consumer research.”

The Minneapolis Star Tribune reported that this year’s Pride collection is smaller.

The Pride merchandise will be sold in half of Target’s nearly 2,000 stores, Bloomberg reported. Usually, Target sells the collection in all of its stores.

“Target’s decision is disappointing and alienates LGBTQ+ individuals and allies at the risk of not only their bottom line but also their values,” Human Rights Campaign President Kelley Robinson said in a statement. “Pride merchandise means something. LGBTQ+ people are in every ZIP code in this country, and we aren’t going anywhere. With LGBTQ+ people making up 30% of Gen Z, companies need to understand that community members and allies want businesses that express full-hearted support for the community. That includes visible displays of allyship,” Robinson said.

Target said in a statement to USA TODAY that it remains committed to “supporting the LGBTQIA+ community during Pride Month and year-round.”

The Target boycott contributed to lower overall sales, Target executives said in earnings calls last year. “The reaction is a signal for us to pause, adapt and learn so that our future approach to these moments balances celebration, inclusivity and broadbased appeal,” Christina Hennington, Target’s chief growth officer, told analysts in August.