Target is reportedly drastically scaling back its LGBTQ-friendly Pride Collection lineup to just 75 items, down from more than 2,000 a year ago, in the wake of the boycott that plagued the chain last year.
The Minnesota-based “cheap chic” discount retailer saw its profits take a hit last year after it was caught in a firestorm of backlash on social media over clothing and accessories it sold to children during Pride Month.
In addition to reducing the product lineup by 96% to only 75 items, A recent report from Business Insider It turns out Target has also toned down the flashiness of its products.
Last year, “tuck-friendly” swimwear for women, which allows transgender customers who have not had gender reassignment surgery to hide their genitals, sparked outraged customers.
Boycotting consumers also cited rainbow-themed children’s clothing with LGBTQ-friendly slogans.
Target was forced to remove some products from Abralen, a brand by transgender designer Eric Carnell, whose products have been criticized by conservative media outlets and Republicans as “satanic.”
In response to threats against employees and the widespread boycott, Target has removed some products from its shelves and scaled back its in-store displays.
Earlier this month, Target executives announced they would limit the number of stores that stock LGBTQ-related merchandise.
The company said it would sell Pride-themed “adult apparel” and home products “in select stores based on past sales performance,” a move that marked a shift from its previous strategy of rolling out products simultaneously in many stores across the country.
The backlash against Target’s Pride collection mirrors the boycott of Anheuser-Busch beer brand Bud Light following its controversial advertising partnership with transgender social media influencer Dylan Mulvaney.
Kohl’s also came under fire last year for selling baby bibs and bodysuits featuring pride flags and slogans in support of the LGBTQ community.
Last week, Target reported profits that fell short of Wall Street expectations as customers struggling with high inflation cut back on spending.
Target’s same-store sales fell 3.7% in the first quarter ended May 4, marking the fourth consecutive quarter of declines. Same-store sales include sales of retail goods in stores and online but do not include advertising sales.
Target’s shares have fallen more than 40% since November 2021 as the company loses market share to rivals including Walmart and Amazon.
Target shares fell about 0.8% shortly after the open on Wall Street on Wednesday. The stock was trading at about $146 a share.
The Post has reached out to Target for comment.
Walmart began promoting its new Pride apparel on social media earlier this month ahead of Pride Month, which begins on Saturday.
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.
