Topline
Target shifted a less flamboyant collection of Pride Month merchandise back to make room for patriotic, Independence Day displays in-store and Father’s Day online as other major retailers are likewise reducing emphasis on Pride displays and focusing more on other summer shopping holidays, according to CNN.
“If there is anything indicating a cultural shift in our country, it’s the fact that Target’s Pride … More
Key Facts
Target’s Pride 2025 collection this year includes just over 100 clothing, home, food and beverage and stationery items – about the same number as last year, a Target spokesperson confirmed – but all items this year are exclusively for adults, with the full collection only available online and featuring less prominent displays in some of its stores – last year only about half of Target stores had Pride displays.
Target Pride merchandise is facing criticism –Pride.com calls it “pathetic” and “confusing” – with fewer prominent rainbows on display, such as beige sandals with inconspicuous rainbow-stitching detail.
Other retailers making short shrift of Pride merchandise include Macy’s with an easily overlooked Pride banner way down on its home page, Walmart’s home page makes no mention and Gap offers nothing overtly Pride-related online.
However, Nordstrom, Abercrombie & Fitch, Hollister and Kohl’s highlight Pride collections on their homepages and brands, including Levi’s, Converse, Nike, Puma, Apple, Bombas, Skullcandy, Diesel, MAC cosmetics, Brooklinen, Chubbies, and Jansports, offer significant Pride Month 2025 collections.
The National Retail Federation predicts Americans will spend a record $24 billion on Father’s Day this year, up 7% from last year, and that nearly 90% participate in July 4th celebrations, which falls on a Friday and is likely to result in a spending boost as well.
After Father’s Day on June 15 has passed, will retailers lean into Pride Month promotions?
Key Background
Target seems to be in retreat where the LGBTQ community is concerned following Target’s 2023 Pride Month displays sparked consumer backlash, calls for boycotts and in-store employee harassment, leading the company to pull Pride displays from some stores that year. As a result, Pride Month merchandise selections were scaled back in 2024 and in-store displays limited to about half of its 2,000 stores. This year, its Pride merchandise assortment is about the same size as last year and will be featured in a similar short list of stores. In addition, after Target ended its diversity, equity and inclusion program and stopped sharing data with the HRC Corporate Equality Index earlier this year, many diverse communities – including LGBTQ individuals – have felt abandoned by a company that was once seen a champion of minority groups.
Target’s Ongoing Financial Underperformance
After ending 2023 down 2%, with a notable 4% comparable sales decline, and revenues basically flat in 2024, Target started 2025 with revenues off 3% and comparable sales down 4% in the first quarter. Its stock price has dropped nearly 30% this year. Numerous reasons have been given for Target’s continued underperformance, but its troubles started in 2Q2023 after the Pride Month controversy when comparable sales dropped just over 5%. Before that hit, revenues rose 3% in fiscal 2022.
Target Moves To The Center
The election of Donald Trump and his administration’s strong stance against DEI programs have caused numerous corporations, like Target, to reexamine internal policies that might bring down the government’s wrath. With Target facing financial pressures after having alienated more conservative customers in Pride Month 2023 and most recently, those who oppose Target’s DEI reversal, it appears that Target is trying to establish itself as a “big tent” retailer, welcoming a broad range of customers without taking ideological stances that could disenfranchise one group or another. Regrettably, it doesn’t seem to be working as financial results flag and calls for boycotts continue.
Double-Edged Sword
A new survey from the Kearney Consumer Institute, entitled “Weighting Value with Values,” found more consumers are prioritizing the price/value equation over values-based purchasing decisions. Only about 20% of U.S. consumers believe it more important for brands to voice their values, while 80% prioritize delivering on their quality expectations. Given this 80/20 spilt, there are pitfalls for brands that get out over their skis where controversial issues are concerned, such as boycotts. Notably, a surprisingly high 39% of consumers said they have participated in a brand boycott over the past 12 months. “You’re damned if you do, damned if you don’t because while many people say brands should voice their values, but then they can use that against you,” shared Katie Thomas who leads the KCI internal think tank.
Crucial Quote
Right-leaning Turning Point USA contributor Morgonn McMichael praised Target in an Instagram post for showing “more American pride” this year with its family-oriented, patriotic displays front and center in her local Target store. “If there is anything indicating a cultural shift in our country, it’s the fact that Target’s Pride Collection is now this small, while Fourth of July, Independence Day is celebrated galore,” she said.
Update 6/7/1015 @ 5:40 p.m.: A Target spokesperson confirmed the number in this year’s Pride assortment and the number of stores that will feature products from it.
Further Reading
Big Brands Are Pulling Back On Pride Merchandise And Events This Year (CNN, 6/5/2025)
Target Swaps Out Rainbow Flags For Stars And Stripes As Shoppers Notice Shift During Pride Month (Fox Business, 6/5/2025)
Target, Macy’s, and Walmart Among Retailers Promoting Father’s Day Over Pride Month (Washington Examiner, 6/5/2025)
12 Pride Month 2025 Collections from Brands We Can Actually Get Behind (Rollingstone, 6/4/2025)
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