News and Analysis

How Shoppers’ Favorite Black Friday Brands Are Pushing The Left’s Radical Agenda
LGBT. Shopping bags in the woman hands. Joy of consumption. Purchases, black friday, discounts, sale concept. Black background.
Mariano Garcia Gaspar/Getty Images

Over the past year, numerous companies have placed themselves in the middle of a culture war and taken the side of radical gender theory and leftism, dumping millions of dollars into radical LGBTQ groups such as the Trevor Project and the Gay Lesbian and Straight Education Network (GLSEN). These corporations’ endorsement of life-altering gender procedures and promotion of biological men in women’s spaces have sparked outrage and calls for boycotts from many conservatives this year, but now, the pro-Left companies are looking to gain favor back with shoppers during the Black Friday shopping weekend. 

Popular brands and companies like Target, Native, Harry’s, Hershey’s, Nike, and Apple have all pushed transgender ideology onto customers over the past year. And this week, these companies will beckon shoppers to their doors and websites in hopes of cashing out for the holiday season. But along with all the deals offered by these companies, this Black Friday comes a bevy of woke ideas being crammed down consumers’ throats. 

Here are the popular Black Friday companies that will likely offer deals this holiday weekend as they continue to push radical gender theories and even target children with some of their Pride-themed merchandise:


The Minneapolis-based retail giant went all in on Pride Month earlier this year, even featuring LGBTQ-themed products aimed at children in the front of its stores. Among Target’s Pride-themed products featured on store shelves over the summer were a children’s swimsuit with a tag reading “thoughtfully fit on multiple body types and gender expressions” and LGBTQ-themed books such as “The Pronoun Book” and “Bye Bye Binary.” The retail giant also featured an adult “Pride” collection, which included “tuck-friendly” swimsuits for men who identify as women to tuck their genitals, a t-shirt with the words “Queer Queer Queer Queer,” and a hoodie reading “Not A Phase.”

The corporation also donated over $2 million to GLSEN, a radical LBGTQ organization that encourages children to hide their gender changes from parents. “We’re proud to partner with GLSEN for more than a decade, working to ensure students have a safe place to learn. Target annually supports GLSEN and its mission to create affirming, accessible and antiracist spaces for LGBTQIA+ students,” Target states on its website. 

Target came under fire again this week for selling Pride-themed nutcrackers and disabled Santa ornaments. The account End Wokeness shared images of an ornament of a black Santa Claus in a wheelchair displayed on a Target shelf. The account also highlighted a Pride nutcracker figurine wearing a Pride-striped hat and holding a Progress Pride flag. The product description encourages buyers to “show your love and support for the LGBTQIA+ community” by displaying this decoration. Both items are available for sale on Target’s website.

Target has already pushed a huge marketing campaign to get the word out about its Black Friday deals, landing articles in major national news outlets and shopping sites. The company is hoping to offset two straight negative earnings reports after it faced blowback for its Pride-themed merchandise. 


After pulling its advertising with The Daily Wire over comments from host Michael Knowles on transgenderism it deemed “inexcusable,” razor company Harry’s has only dug itself deeper into the pit of radical gender theory. In June of 2022, for Pride Month, Harry’s partnered with a woman who identified as a man to sell a razor set to men. The razor company said 100% of its profits for the razor set would go to the Trevor Project, a radical LGBTQ organization that encourages minors to undergo life-altering gender procedures. 

“Celebrating my first Pride with facial hair!” Luke Wesley Pearson said at the time. “@harrys and their sibling brand @meetflamingo worked with @ohnilisle, an artist from the LGBTQ+ community, to design this year’s Face & Body Shave Set: It includes one razor handle, a Harry’s razor for your face, and a Flamingo razor for your body. And the best part? 100% of profits from the set are donated to @trevorproject. Feeling handsome and proud to be me every day of the year.”

Then in June of this year, Harry’s donated more money to the Trevor Project, with $5 from every “Pride Shave” set sold going to the organization. 



The chocolate company faced calls for a boycott earlier this year after promoting a biological man as part of its International Women’s Day celebration. Fae Johnstone was one of five people featured in the campaign, which used the Hershey’s SHE bar to “shine a light on the women and girls who inspire us every day.”

“We can create a world where everyone is able to live in the public space as their honest and authentic selves. See the women changing how we see the future,” Johnstone said in a promotional video.

The backlash to the pro-trans marketing campaign led to The Daily Wire launching its own chocolate company, Jeremy’s Chocolate, which sold over half a million chocolate bars within days of going live. 


Like Harry’s and Hershey’s, Native has partnered with a trans-identifying person multiple times to promote its product earlier this year. Last year, biological male and trans-identifying social media influencer Dylan Mulvaney partnered with the company and the Trevor Project to “share [his] story.” Mulvaney said he partnered with Native mainly because it was partnering with the Trevor Project and donating $50,000 to the radical LGBTQ organization. Earlier this year, Mulvaney made another video for Native deodorant to boost the company’s gummy-bear scented deodorant. Months later, Mulvaney would set another company ablaze in controversy after he partnered with Bud Light and received a specialized beer can with his face on it. 


Less than a week after Mulvaney’s Bud Light partnership blew up on social media, the trans-identifying influencer appeared in a paid social media video dancing in Nike women’s gear. In the sponsored Nike ad, Mulvaney showed off women’s leggings and a sports bra. Mulvaney captioned his Nike gear post, “Home for a moment and leaning into cozy workout wear life with [Nike Women]’s newest Zenvy leggings and Alate bra! They’re so comfortable and buttery soft, perfect for workouts and everyday wear! #feelyourall #teamnike #nikepartner.”

After backlash to promoting Mulvaney as a voice for women, Nike scolded critics who voiced their outrage over the partnership. 

“You are an essential component to the success of your community!” Nike said in a pinned comment on its official Instagram page. “We welcome comments that contribute to a positive and constructive discussion: Be kind ❤️ Be inclusive ❤️Encourage each other ❤️.”

“Hate speech, bullying, or other behaviors that are not in the spirit of a diverse and inclusive community will be deleted,” the comment added.

Nike’s radical LGBTQ campaign didn’t stop with its promotion of Mulvaney. In June, Nike celebrated Pride Month by hosting a panel discussion with a surgeon who said he performed “gender affirming mastectomies” on minors, according to a leaked email obtained by The Daily Wire.


Similar to Hershey’s, Apple had its own celebration of International Women’s Day that featured a biological man. When Apple users visited the app store on International Women’s Day earlier this year, they were met with a banner showing plus-size “fat positivity” activist Naomi Hearts. Users who clicked on the banner were redirected to an article celebrating Heart and encouraging life-altering gender procedures. 

The list of major companies that seek to take advantage of Black Friday shoppers’ open wallets after a year of pushing leftism could go on. While many of the largest companies will likely rake in billions more from American consumers this holiday season even as they continue to push radical theories that the majority of Americans don’t agree with, Black Friday shoppers have another option this year as they search for gifts and holiday treats. 

The Daily Wire is making its presence felt on the market this Black Friday as an alternative to these leftist companies. Shoppers can find a slew of products from The Daily Wire, including deals on Jeremy’s Razors and the Daily Wire Shop to membership deals on The Daily Wire’s new kids entertainment company Bentkey.


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