Target has unveiled a revamped strategy for the upcoming Pride Month, following a wave of backlash and boycotts during the 2023 Pride season. The retail giant announced that instead of offering its Pride Month collection in all its stores, the collection will be exclusively available in select stores and online. The assortment will include adult apparel, home goods, and food and beverage items, carefully curated based on consumer feedback and historical sales performance.
Aside from the collection, Target is set to engage in local Pride events in Minneapolis and various locations nationwide. The company's spokesperson emphasized their enduring support for LGBTQIA+ organizations and underscored their commitment to providing a diverse range of Pride products, with items starting at just $3.
The decision to limit the availability of the Pride Month collection follows last year's controversies, which led to the removal of some LGBTQIA+ merchandise from Target stores. Nevertheless, Target remains steadfast in its support for LGBTQIA+ causes, pledging year-round backing for organizations such as the Human Rights Campaign and Family Equality. Additionally, the company plans to showcase LGBTQ-owned brands both during Pride Month and throughout the year, both in-store and online.
Target reaffirmed its dedication to supporting the LGBTQIA+ community, emphasizing the creation of a welcoming and supportive environment for LGBTQIA+ team members. The spokesperson highlighted Target's extensive benefits and resources for the community, as well as internal programs planned for Pride 2024.