Target displaying a little less Pride merch in 2024

Target confirmed Friday that it won’t carry Pride Month merchandise at all stores in June after the discount retailer experienced a backlash and lower sales over its collection honoring LGBTQ communities. Target, which operates roughly 2,000 stores, said decisions about where to stock Pride-themed products, including adult apparel, home goods, foods and beverages would be based on “guest insights and consumer research.” A Target spokesperson declined to disclose the number of stores where the merchandise will not be available, but the company said its online shop would offer a full assortment. The moves were first reported by Bloomberg.

“Target is committed to supporting the LGBTQIA+ community during Pride Month and year-round,” Target said in an emailed statement. “Most importantly, we want to create a welcoming and supportive environment for our LGBTQIA+ team members, which reflects our culture of care for the over 400,000 people who work at Target.” Kelley Robinson, president of the LGBTQ advocacy group Human Rights Campaign, said Target’s decision was disappointing and risks alienating LGBTQ individuals and allies at the risk of not only profits, but also their values. “Pride merchandise means something,” Robinson said in an emailed statement. “LGBTQ+ people are in every zip code in this country, and we aren’t going anywhere.” Last year, Target removed some items from its stores and made other changes to its LGBTQ+ merchandise nationwide ahead of Pride Month after intense reaction from some customers who confronted workers and tipped over displays. Target also moved displays to the back of its stores in certain Southern locations last year.