William Simpson
Target is reducing the number of stores that will sell Pride Month-related merchandise in June, a decision that follows the retailer’s decision last year faced backlash and threats about some of the products.
Target he said in a statement that its Pride products will be available next month “in select stores based on historical sales performance.” A spokeswoman declined to disclose the number of stores that will not sell the merchandise. But a full assortment will be offered online, Target said.
In previous years, Target typically sold the entire Pride assortment in its 2,000 stores, but the decision to scale back comes after the retailer faced criticism last year on some swimwear from the collection. Some people alleged that the swimsuits, labeled as “crease-friendly” with “extra crotch coverage,” were sold to children, even though swimsuits with these labels were only available in adult sizes.
The decision to reduce the availability of Pride merchandise first reported by Bloomberg, also comes after some customers last year confronted workers and knocked over monitors. Target also moved Pride displays to the back of its stores in some Southern locations last year.
Target’s latest moves are just another example of how companies are struggling to serve different customer groups at a time of extreme cultural divides, especially around transgender rights. Last year, Bud Light sales plummeted after customers were angered by its attempt to broaden its customer base by partnering with transgender influencer Dylan Mulvaney.
Target said the stores chosen to sell Pride merchandise this year will be based on “customer insights and consumer research.”
“Target is committed to supporting the LGBTQIA+ community during Pride Month and throughout the year,” Target added. “Most importantly, we want to create a welcoming and supportive environment for our LGBTQIA+ team members that reflects our culture of Beware the 400,000+ people who work at Target.”
This year’s Pride products will include adult apparel, home goods, food and beverages, with items starting at $3, Target said.
—With reporting from the Associated Press.
