Target Corporation, a leading American retailer, reported a 5.8% drop in profit in its latest quarter, following the launch of its inclusive “Pride” collection aimed at celebrating LGBTQ+ identities.
The new collection was launched ahead of June’s LGBTQ+ Pride Month and prominently features items for adults, children, and babies.
The Pride collection, marketed heavily towards consumers, features a wide array of products ranging from clothing to pet accessories, all adorned with vibrant rainbow motifs and messaging supportive of the LGBTQ+ community.
Adult clothing items include rainbow-themed pajamas, swim shorts, and rompers, as well as t-shirts featuring famed drag queens Trixie Mattel and Katya.
Children’s clothing items, on the other hand, feature slogans like “Bien Proud!” and “I Am Proud of You Always.”
In addition to the clothing line, the Pride collection extends to a selection of LGBTQIA+ literature, with offerings like “Bye Bye, Binary” by Eric Geron and “The Pronoun Book” by Chris Ayala-Kronos, aimed at introducing children to the controversial concepts of so-called gender diversity and inclusivity.
However, Target’s total sales only increased by 0.5% during the quarter from a year ago, with a noted decline in digital sales, according to a CNN report.
The company reported a decrease in discretionary purchases, as customers gravitated towards buying food and essentials instead.
This shift resulted in a decline in sales of clothing and home goods by up to low double digits.
Target’s CEO, Brian Cornell, acknowledged the shift in consumer behavior, describing it as a “very challenging environment” for consumers.