Target has decided to limit the availability of its Pride Month collection in stores this year, following backlash from conservative groups over LGBTQ+-themed products.
This move marks a shift from previous years when the collection was sold in all stores. Now, Target will only offer the collection in select stores, with availability based on historical sales performance. Bloomberg reported that the LGBTQ+ merchandise will be available in about half of the chain’s nearly 2,000 stores, making it more limited compared to previous years.
According to the Minneapolis Star Tribune, this year’s Pride collection is also smaller in scale than previous collections, reflecting the company’s response to the controversy.
Target has been offering Pride-themed merchandise for over a decade, including clothing, home products, and food and beverages. This year’s collection has been curated based on guest insights and consumer research, according to Target.
The decision to scale back the availability of the Pride collection comes after Target faced criticism in 2023 for select LGBTQ+ items. The backlash and subsequent boycotts impacted the company’s quarterly results, leading to disappointing earnings calls.
In response, Target reiterated its commitment to supporting the LGBTQIA+ community during Pride Month and throughout the year. The company stated that it will still participate in local Pride events in Minneapolis and across the country, as well as continue to support LGBTQIA+ organizations.
