June 13, 2024

Target announces Pride month merch will only be available in ‘select stores’ after last year’s backlash


After last yr’s backlash towards a few of Target’s LGBTQIA+ products, the corporate introduced their new Pride assortment would only be available in “select stores.”

“We’re offering a collection of products including adult apparel and home and food and beverage items, curated based on consumer feedback,” Target said on its web site Thursday. “The collection will be available on Target.com and in select stores, based on historical sales performance.”

Target has had June Pride Month shows with rainbow and LGBTQ+ messaging for years, however the addition of merchandise reminiscent of female-style swimsuits that may be used to “tuck” male genitalia outraged many shoppers in the spring of 2023. The backlash was so extreme that an insider informed Fox News Digital on the time that some shops have been informed to relocate their Pride Month shows to keep away from sparking a “Bud Light situation.” 

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Pride swimsuit

Target’s Pride swimsuit bottoms that includes “tuck-friendly construction” and “extra crotch coverage” in 2023. (Brian Flood/FOX Business / Fox News)

“Target is likely to stock the products in about half of its nearly 2,000 stores in the US, people familiar with the matter said, declining to be identified discussing private information,” Bloomberg reported Thursday. “The company has typically sold the Pride assortment in all of its stores in recent years.” 

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2023’s Pride objects went viral and brought about a headache for the chain nationally. A Target spokesperson informed Fox News Digital last yr that after public outrage, team members had experienced threats, main some shops to rearrange shows, “including removing items that have been at the center of the most significant confrontational behavior.”

An nameless Target insider had additionally informed Fox News Digital that many places on the time, largely in rural areas of the South, had relocated Pride sections to keep away from the sort of backlash Bud Light had acquired that yr after utilizing transgender influencer Dylan Mulvaney in a promotional marketing campaign. 

Signage for Target Corp.’s “#TakePride” initiative sits above merchandise displayed on the market at an organization retailer in Chicago, Illinois, U.S., on Monday, May 16, 2016. Christopher Dilts/Bloomberg through Getty Images (Getty Images)

The insider claimed there have been “emergency” calls and that some managers and district senior administrators have been informed to tamp down the Pride sections instantly.

“We call our customers ‘guests,’ there is outrage on their part. This year, it is just exponentially more than any other year,” the Target insider mentioned in 2023. “I think given the current situation with Bud Light, the company is terrified of a Bud Light situation.”

When reached for remark Friday, a Target spokesperson informed Fox News Digital, “We will offer a collection of products for Pride, including adult apparel, home products, food and beverage, which has been curated based on guest insights and consumer research.”

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