Target’s Pride Month displays have undergone a significant transformation this year, with many stores shifting focus toward patriotic American apparel rather than expansive LGBTQ+ merchandise. Customers have taken to social media to express their surprise at finding USA-themed displays where Pride collections once dominated. Is this Target’s response to declining sales, consumer boycotts, and social media backlash?
Target’s Dramatic Shift in Pride Month Approach
Target stores across America have surprised shoppers this June by prominently featuring patriotic USA-themed merchandise instead of the extensive Pride Month displays seen in previous years. Social media has been buzzing with reports from customers noting the stark contrast to last year’s Pride celebrations, with many expressing approval of the retailer’s new approach.
One X user reported, “Walking into @Target – instead of a giant ‘PRIDE’ display as in the past, they have a USA section!! This is winning!” Another shopper, Vince Langman, shared similar sentiments online, asking, “How great is it walking into a Target today without seeing any of that Pride crap hitting you in the face?”
How great is it walking into a Target today without seeing any of that Pride crap hitting you in the face? pic.twitter.com/37BHaMMwjm
— Vince Langman (@LangmanVince) June 2, 2025
Significant Reduction in Pride Collection Size
Target’s 2025 Pride collection has been dramatically scaled back, featuring approximately 115 products compared to over 2,000 items available in 2023. The retailer has limited in-store availability to just 53 items in select locations, with the remainder accessible only through Target.com, marking a significant reduction in the collection’s visibility.
The company announced these changes following the controversy surrounding previous Pride collections, stating they would be “making adjustments to our plans, including removing items that have been at the center of the most significant confrontational behavior.” Additionally, the retailer faced a minor setback with the current collection when consumers discovered printing errors on clothing tags, displaying placeholder text instead of proper labeling.
"Trans witches for abortion"
"Join our gay cult"
Definitely NOT trying to use designs and art to groom, manipulate and control kids👀 pic.twitter.com/11foB4QMrw— Scarlett Johnson (@scarlett4kids) May 21, 2023
Financial Impact and Corporate Response
Target’s strategic shift comes amid declining sales figures, with first-quarter 2025 sales dropping to $23.8 billion from $24.5 billion in the previous year. CEO Brian Cornell acknowledged that consumer boycotts had “played a role in our first quarter performance,” suggesting the company’s merchandising decisions are influenced by consumer sentiment and purchasing patterns.
The retailer’s relationship with LGBTQ+ organizations has suffered as a result of these changes, with Twin Cities Pride notably dropping Target as a sponsor after the company scaled back its diversity, equity, and inclusion initiatives. Instead of Pride promotions, Target’s online front page now prioritizes Father’s Day sales, reflecting a shift in marketing priorities that appears designed to appeal to a broader customer base.
Target’s evolving approach to Pride Month merchandising represents the challenges faced by major retailers in navigating divisive social issues while maintaining profitability. The company’s current strategy suggests an attempt to balance diverse consumer expectations against business realities, though the long-term impact on brand loyalty and sales remains to be seen.