Target Offering ‘Pride’ Merchandise at Fewer Locations

Target announced that fewer stores will be carrying its “Pride” merchandise this year.

The move comes as the retailer received widespread condemnation for selling “Pride” materials for children last year.

“Target is committed to supporting the LGBTQIA+ community during Pride Month and year-round,” Target said in an emailed statement to the Associated Press. “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.”

It remains unknown how many stores will carry the merchandise. Stores that will carry the materials, however, will be based on “guest insights and consumer research.”

In a press release, Target said, “We’re 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 and in select stores, based on historical sales performance.”

There is currently no mention of select Pride merchandise for children.

Last year, Target carried onesies and children’s shirts with the phrase “Just Be You And Feel The Love” and rainbow-colored items.

Backlash against the company was so great that an investor sued Target after shareholders lost “billions” from the failed merchandise.

Before Target launched its LGBT campaign, investor Brian Craig’s stock was worth $35,000, later falling to just under $29,000.

The lawsuit accused Target of “making false and misleading statements concerning Target’s Environmental, Social and Governance (ESG) and Diversity, Equity, and Inclusion (DEI) mandates that led to its disastrous 2023 children-and-family themed LGBTPride campaign.”

“These false and misleading statements caused Target’s shareholders to unknowingly support Target’s Board and management in their misuse of investor funds to serve its divisive political and social goals—and ultimately lose billions,” the lawsuit read.