The hosts of the hit HGTV reality show “Fixer Upper” turned their fame into a multi-million dollar brand encompassing product lines, multiple brand partnerships, and even their own television network. One of these ventures is the popular Hearth & Hand with Magnolia home product line that the Gaineses sell at Target stores nationwide. The couple launched the product line ahead of the holiday season in 2017 and has been adding new styles ever since.
The Gaineses are practicing Christians but usually don’t mix business and faith practices.
Now their conservative audience is demanding that Chip and Joanna take a side after it was revealed that Target was selling “tuck-friendly” female swimwear in their prominent Pride section. The company also faced backlash for partnering with an artist who independently sells merchandise with Satanic themes.
Erik Carnell runs the company Abprallen. The designer made a mini messenger bag with the slogan “We Belong Everywhere,” a tote bag with the phrase “Too Queer For Here,” and a sweatshirt with “Cure Transphobia, Not Trans People” to sell in Target’s Pride collection this year. Carnell’s Etsy shop features designs that say, “Satan Respects Pronouns” and “Trans Witches For Abortion,” per a previous Daily Wire report.
Joanna Gaines has comments turned off on her Instagram account, though it’s unclear when she made that change and if it has anything to do with the Target backlash.
Chip Gaines still has his Instagram comments turned on, and fans are flooding his posts with pleas for the Gaineses to cut ties with Target and publicly denounce the company as the boycott initiative builds momentum.
“As a father of small children, I am appalled that you would continue to be associated with [Target],” one commenter wrote. “Joanna has turned her comments off, which is totally an act of cowardice. Take a stand. You can take the financial loss. God will bless you 10 fold. Stand up!!!”
“This is a spiritual battle against families! Do the right thing! Doing nothing is speaking volumes,” another person wrote.
“Get out of Target. Please, for the love of children, take a stand,” a third follower echoed.
Target reported a $6 billion decrease in its market capitalization since the controversy began, as The Daily Wire reported. This controversy is being compared to fans boycotting Bud Light for partnering with trans activist Dylan Mulvaney. Bud Light’s parent company, Anheuser-Busch, has reportedly lost nearly $16 billion in value since the drama began in April.