Target Reduce Pride Merch In Stores After Last Year’s Backlash
Pride Month kicks off next month and Target confirmed that it won’t carry Pride Month merchandise in all of its stores in June. This news comes a year after the retailer experienced backlash over its collection honoring LGBTQ+ communities.
Business Insider reported that the retailer responded to media coverage in an email to LGBTQ+ employees after news broke that the retailer plans to shrink the number of stores carrying its Pride collection this year. The company said it would offer a collection online and certain stores “based on historical sales performance.”
The outlet also mentioned that shortly after the retailer released its public statement, the company’s VP of Brand Marketing Carlos Saavedra emailed the Pride+ Business Council, which is Target’s employee resource group for LGBTQ+ supporters.
In the note, obtained by Business Insider, Saavedra says teams across the company have been working on this year’s plans “for months” and were preparing an internal preview of the campaign for May 14. Online Pride collections in prior years have launched as early as May 1.
“As we all know, last year was challenging, and we’ve made some changes this year based on guest insights and sales trends,” Saavedra said. “Stores were chosen based on where we’ve historically seen the strongest sales demand.”
Target Previously Experienced Backlash Over Pride Month Merchandise
Last year, ahead of Pride Month, the retailer removed some products after facing backlash. According to multiple reports, the company and its employees became the focus of a “volatile” anti-LGBTQ campaign. At the time, the company said threats against employees impacted their sense of safety and well-being. Target said it removed from shelves “items that have been at the center of the most significant confrontational behavior.”
CNN reported that the retailer has celebrated Pride Month in and around June. The company runs advertisements to appeal to LGBTQ customers and employees, and it sells t-shirts, coffee mugs, and merchandise with rainbow flags and other symbols of gay rights.
The Associated Press reported that people confronted workers in stores, knocked down Pride merchandise displays, and put threatening posts on social media with videos from inside stores. Some people even threw Pride items on the floor.
This year, the retailer is offering a collection of products including adult apparel and home and food and beverage items, curated based on consumer feedback. The collection will be available on Target.com and in select stores. The company said it will be based on historical sales performance.
Take a look at the company’s full statement here.
