Target will be limiting the distribution of its “Pride” merchandise this year after widespread backlash last summer against its sale of products like “tuck-friendly” female swimming suits led to boycotts and sinking sales.
The retailer told the Associated Press on Friday that only a limited number of its stores would be carrying special LGBT-themed merchandise in June. The store said the merchandise would only be available in select markets, based on “guest insights and consumer research.”
Despite the pullback, the store said that it still maintained that it fully supported the LGBT movement.
“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.”
Last year’s backlash to the retail giant began after customers pointed out that the outlet was selling “tuck-friendly” and “extra crotch coverage” female swimsuits. The swimsuits were a part of Target’s Pride collection and were described as having been “thoughtfully fit on multiple body types and gender expressions.”
Other products in its “Pride Collection” included small shirts with phrases like “Just Be You And Feel The Love,” Pride-themed onesies, as well as rainbow-colored leggings, tutu skirts, and jumpers.
The merchandise spurred calls for boycotts of Target, leading to declining sales and stock prices. Its sales plummeted during the second quarter, after the backlash started, and fell for the first time in six years, falling 5.4% compared to the same period last year.
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Online sales fell nearly twice as much, 10.5%, Target said. The company also said that the number of transactions and the average dollar amount of a transaction fell this past quarter. Target’s total revenue of $24.8 billion was 4.9 percent lower than the previous year’s second quarter.
Target responded to the backlash with emergency meetings, because it wanted to avoid a “Bud Light” situation, referring to the massive drop in sales of the beer brand after it partnered with transgender-identifying activist Dylan Mulvaney.
“We were given 36 hours, told to take all of our Pride stuff, the entire section, and move it into a section that’s a third the size. From the front of the store to the back of the store, you can’t have anything on mannequins and no large signage,” an insider said at the time.