Target selling its 'Pride' merchandise in fewer stores after last year's backlash

Target has announced that this year it will be limiting the sale and distribution of its “Pride” merchandise after the backlash and boycotts they faced last summer.

The Minneapolis-based discount retailer told The Associated Press on Friday that their special LGBT-themed merchandise will only be available in a limited number of its stores in select markets in June. Which stores carry the merchandise will based on “guest insights and consumer research.”

“Target is committed to supporting the LGBTQIA+ community during Pride Month and year-round,” Target said. “Most importantly, we want to create a welcoming and supportive environment for our LGBTQIA+ team members, which reflects our culture of care for the over 400,000 people who work at Target.”

The backlash began after customers started pointing out that they were selling “tuck-friendly” and “extra crotch coverage” female swimsuits. The swimsuits were a part of Target’s Pride collection and were said to have been “thoughtfully fit on multiple body types and gender expressions,” according to The Daily Wire.

Other products in its “Pride Collection” included Pride-themed onesies, rainbow-colored leggings, tutu skirts and jumpers. 

The results, as more attention was paid to the product line, were plummeting sales, as Target became aware it had a “Bud Light” situation on its hands. That reference is to the huge drop in sales that Bud Light suffered after partnering with Dylan Mulvaney, who identified as transgender.