Walmart promoted its new Pride apparel on social media ahead of Pride Month on Saturday, posting on Instagram that “it’s more than just a slogan. #PrideAlways is a reminder to lead with love.”
The company’s promotion comes just weeks after Target, which faced significant backlash from conservatives last year, announced that its Pride collection would only be sold in “select stores.”
For years, Target has featured rainbow and LGBTQ+ messaging during Pride Month in June, but last year it drew the ire of many customers by adding products such as women’s swimsuits that can be used to cover male genitalia.
The backlash was so intense that some stores were told to move their Pride Month displays, sources told Fox News Digital at the time. “The Bud Light Situation”
Like Target, Bud Light faced backlash from conservatives last year after featuring a transgender influencer in its ads.
Target also saw a backlash and sales slumped.
Target CEO Brian Cornell said last year’s second-quarter sales slump was indicative of “an ever-changing business and social environment.” It taught the company a lesson.
At the time, Brian Bremberg, co-host of Fox Business’ “The Big Money Show,” said the backlash had a major impact.
“Obviously, the consumer backlash around Pride Month had a big impact, particularly on sales,” Bremberg told Fox News Digital.
Walmart’s promotion of its new “Pride Always” collection includes notebooks that say “beyond gender,” tote bags that say “totes gay,” fanny packs that say “I heart gay people,” and rainbow-colored products like pool floaties and aprons.
“While creating the collection, it was important to me that it was positive and uplifting,” Bianca of Bianca Designs said in promoting the collection.
Amid the backlash from Target, Walmart told Fox Business last year that it had no plans to change its LGBTQ+ merchandise.
“I believe we sell merchandise that supports various organizations throughout the year,” Target’s chief merchandising officer, Latrece Watkins, said in response to a question about the Target controversy at the company’s Employee and Shareholder Week, which Fox Business attended. “I don’t believe we’ve made any changes to our merchandise offerings in response to this.”
Walmart CEO Doug McMillon told shareholders last year, in response to a question about the company’s involvement in public commentary, that the company “does not want to wake up in the morning and make social or political statements.”
“was [a] “We’re a retailer,” he added. “We want everyone to feel comfortable shopping with us … and we want everyone to feel safe and happy working at Walmart.”
FOX Business has reached out to Walmart for comment.
