After coming under fire last year for its store displays for Pride Month, the annual June celebration for LGBTQ Americans, Target is taking a more limited approach this year.
The retailer said in an emailed statement Friday that its Pride-themed merchandise would be available in “select stores and Target.com.” This is a change from previous years, when products were highly visible and widely available in most Target stores.
Target has often displayed its Pride clothing and products prominently in many of its stores, sometimes near entrances. Last year, however, Target faced outrage and calls for a boycott from some conservative commentators and customers over the displays, which included children’s clothing and books on transgender issues and gender fluidity.
At the time, the chain expressed concern for the safety of its employees after saying some customers yelled at workers and threw Pride-themed products on the ground. Target ended up moving the displays from the front of some stores and placing them further back.
The retailer said merchandise in this year’s collection “has been selected based on guest feedback and consumer research.” Target’s Pride strategy was previously reported by Bloomberg News.
By taking a more low-key approach with its Pride-themed products, Target risks distancing itself from LGBTQ customers and their fans. For years, companies have used Pride Month as an opportunity to show their support for the LGBTQ community and leverage their growing financial, political, and social influence.
Marketing campaigns around Pride Month had faced previous opposition, but the political climate in the country made last year’s backlash especially potent. For example, sales of Bud Light, Anheuser-Busch InBev’s popular beer, plummeted after transgender influencer Dylan Mulvaney posted a video on his Instagram account as part of a social media campaign to promote a contest. Bud Light.
Still, LGBTQ advocates say they believe many companies and brands will celebrate Pride Month in June.
“Last year, hundreds of brands celebrated Pride loudly and proudly,” said Sarah Kate Ellis, president and CEO of GLAAD, which works with companies to develop communications and plans around Pride Month, in a statement. send by email. Citing conversations with corporations this year, Ellis added: “2024 is on track to be another strong show of support.”
Jordyn Holman contributed with reports.