Target Adjusts Pride Merchandise Strategy After Backlash

SAN ANGELO, TX - After facing backlash for its handling of Pride merchandise, Target has announced a different approach for 2024.

According to a fact sheet on Target's website, the retailer will once again offer a "collection of products including adult apparel and home and food and beverage items." 

Products will be "curated based on consumer feedback" and the items "will be available on Target.com and in select stores, based on historical sales performance."

Last year, Target removed some items and relocated others within some stores, particularly in the southern U.S., after social media backlash and reports that employees were receiving threats over its Pride month collection. 

The decision prompted several LGBTQ advocacy groups like The Human Rights Campaign to criticize Target's response as pushing Pride back "into the proverbial closet."

"At Target, we know our business thrives when we create experiences that foster a sense of belonging," the business stated. "That’s why we support and celebrate the LGBTQIA+ community during Pride Month and year-round."