Target is drastically shrinking the assortment of products in its LGBTQ-friendly Pride collection to just 75 items — down from more than 2,000 a year ago — following boycotts that dogged the chain last year, according to a report.
The Minnesota-based “cheap chic” discount retailer saw its bottom line take a hit last year after it became engulfed in a firestorm on social media over clothing and accessories that were being marketed for kids last year during Pride month.
In addition to slashing its assortment by 96% to just 75 items, a recent report from Business Insider found that Target had also toned down the flamboyant nature of the products.
Last year, angry customers seethed over “tuck-friendly” women’s swimsuits that allow trans customers who have not had gender-affirming operations to conceal their genitalia.
Boycotting consumers also cited rainbow-themed children’s clothing that bore LGBTQ-friendly slogans.
Target was forced to remove some items from transgender designer Erik Carnell’s Abprallen brand, whose products were criticized by conservative news outlets and Republicans of being “Satanic.”
The threats to staffers and the spreading boycott prompted Target to pull some of the merchandise off shelves and to shrink in-store displays.
Earlier this month, Target management said that it would limit the number of stores that offered LGBTQ merchandise.
The company said it would sell Pride-themed “adult apparel” and home goods “in select stores, based on historical sales performance” — a move that signaled a reversal from its earlier strategy to roll out the products en masse at many of its locations nationwide.
The backlash to Target’s Pride collection mirrored the boycott that was launched against Bud Light, the Anheuser Busch-owned beer brand that sparked controversy with its advertising partnership with transgender social media influencer Dylan Mulvaney.
Kohl’s also took heat last year for selling bibs and bodysuits for babies that feature the Pride flag and slogans supporting the LGBTQ community.
Last week, Target reported earnings that fell short of Wall Street estimates as customers burdened by sticky inflation are pulling back on spending.
In the first quarter which ended May 4, Target comparable sales fell 3.7%, the fourth straight quarterly decline. Comparable sales include sales of retail goods at stores and online but not sales of advertising.
Since November 2021, Target’s stock price has fallen by more than 40% as the retailer has lost market share to rivals such as Walmart and Amazon.
Target’s stock price was down by around 0.8% just after the opening bell on Wall Street on Wednesday. The stock was trading at around $146 a share.
The Post has sought comment from Target.
Earlier this month, Walmart began promoting its new Pride apparel on social media ahead of Pride month, which kicks off on Saturday.
Walmart’s new “Pride Always” collection promo includes products like a notebook that says “beyond gender” a tote bag that says “totes gay,” a fanny pack with “I heart gay people” on it and rainbow-colored products like a pool floatie and an apron.
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