Target has announced that it will be scaling back LGBTQ Pride merchandise for June. While the retailer stated it will be offering Pride-themed merchandise this year, the collection will only be “available on Target.com and in select stores, based on historical sales performance.”
This is a shift from Target’s previous strategy of offering Pride products across all of its retail locations during Pride Month celebrations. The company cited its reasoning for the revised approach in a statement, saying the collection was “curated based on guest insights and consumer research.”
In addition to the limited product assortment being sold online and in certain stores, Target stated it will still maintain a presence at Pride events, both locally in Minneapolis where it is headquartered as well as in other markets around the country. The company also said it “continues to support a number of LGBTQIA+ organizations” without specifying which groups.
Target’s announcement outlined plans to “highlight LGBTQ-owned brands during Pride Month and throughout the year in our stores and online.” Prices for items in the 2024 Pride collection will start at $3.
The changes come after Target faced significant backlash and calls for a boycott during last year’s Pride Month in 2023 over the LGBTQIA+ merchandise it was offering. Amid the controversy, Target made a previous adjustment by “removing items that have been at the center of the most significant confrontational behavior.”
At that time in May 2023, Target stated it had “experienced threats impacting our team members’ sense of safety and well-being while at work” due to the volatile situation surrounding the Pride products. The company described making those 2023 changes as “adjustments to our plans” necessitated by “these volatile circumstances.”
For 2024, Target stated “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.” The retailer mentioned long-standing benefits and resources for the LGBTQIA+ community among its workforce, as well as plans for “internal programs to celebrate Pride 2024.”
Overall, Target’s 2024 Pride plans involve a downsized product collection compared to previous years, with limited in-store distribution complemented by an online offering. The company cited its commitment to the LGBTQIA+ community through partner organizations, events, product highlighting and internal celebrations, while aiming to avoid a repetition of last year’s public backlash.