Target has announced it will be limiting its in-store LGBTQ+ Pride collection this year after receiving backlash from right-wing media outlets. According to multiple media reports, the company will offer the entire collection of Pride merchandise online, but it will only be sold in person at roughly half of Target’s 2,000 U.S. stores.
The retailer has declined to release which outlets will not carry their Pride-related goods, although it seems likely that stores impacted most by the decision will be in regions like the south, where negative reactions occurred the most. By definition, that includes North Carolina, which has over 50 Target stores and is home to an estimated 382,000 LGBTQ+ folks. At this point, however, such speculation remains unconfirmed.
The chain started creating a clothing line to commemorate LGBTQ+ Pride month over a decade ago, and last year, Target’s collection included its widest range of products. Some of the products offered last year included LGBTQ+ books for young children such as “Bye Bye Binary” and “I’m not a girl,” as well as clothes designed by LGBTQ+ designers.
Last year’s collection resulted in seemingly mass hysteria among many conservatives across America, which led to boycotts, knocked down merchandise displays, threatening posts on social media and harassment of Target employees, as reported in an article carried by the Wall Street Journal.
“Since introducing this year’s collection, we’ve experienced threats impacting our team members’ sense of safety and well-being while at work,” a Target spokesperson said to NBC News last year. “Given these volatile circumstances, we are making adjustments to our plans, including removing items that have been at the center of the most significant confrontational behavior.”
The boycott last summer played a role in the retailer’s lower overall sales during the second quarter, which is purportedly the reason behind Target’s decision to limit its collection this 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 broad-based appeal,” Christina Hennington, Target’s chief growth officer, told analysts in August.
Target released a statement acknowledging what this year’s collection will look like. According to the release, the retailer will offer a collection of adult apparel, as well as home and food and beverage items, “based on consumer feedback.” The entire collection will be available on Target’s website, but only half of the stores across the U.S. will carry the collection. There will also be “internal events and experiences” throughout Pride month for employees who are interested, according to the statement.
