Target Is Cutting Back On Their "Pride" Collection Because Of Terrible Sales, But They're Making Excuses
After multiple years of tanking sales on LGBTQ-themed "Pride" merchandise, Target is quietly cutting back on the collection. To keep activists happy, they're claiming it's for other reasons.
Target CEO Brian Cornell said a “negative reaction” to the retailer’s Pride merchandise hurt sales in 2024. and contributed to the disappointing quarterly results.
That's largely due to Target's decision to sell trans merchandise for children and adults last year, such as “chest binders” and “packing underwear." “Chest binders” are used to flatten the breasts so one can appear more masculine, while “packing underwear” includes padding to create the appearance of a bulge between one’s legs. Sizes for the “chest binders” and “packing underwear” ranged from XS to 4XL, according to Target's website.
They also knowingly partnered with a Satanist brand that promotes violence.
Once people learned about these offerings, customers responded with mass boycotts across the nation, which many leftist media outlets labeled as "vicious anti-trans violence."
This sparked an unofficial rollback of Pride merchandise in 2023. Cornell defended the decision by claiming it was because people's negative reactions “caused our teams to feel unsafe at work," not because the products themselves were disturbing and most people didn't want to buy them.
Given the profit loss, now, a year later, the company has officially decided they will not roll out the collection to every store. But they also were quick to add that they "support and celebrate the LGBTQIA+ community during Pride Month and year-round" on their website, and will do so by continuing to consult their "Pride+ Business Council" and offering year-round resources and benefits to their LGBTQIA+ team members.
When pressed for a reason, executives declined to estimate the financial hit from the Pride merchandise response. “To be crystal clear, we can’t isolate the price impact from the many other factors at play in the quarter,” Chief Financial Officer Michael Fiddelke told reporters.
Many on social media are celebrating the decision not to target customers, especially children, with activist-driven gender ideologies, while others are claiming that Target caved to "bigots."
Other companies that aggressively push Pride-themed messages have faced similar financial hits, like AB InBev’s Bud Light, who decided to partner with trans influencer Dylan Mulvaney, as well as Disney, which is currently suffering record-breaking losses.
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