Updated: Is Target Ashamed of its Pride Merchandise?

Target pride merchandise
Target has removed Pride-themed merchandise from some stores but it's still available online.

Editor’s Note: This article has been updated to reflect recent developments.

On May 31, more than 100 LGBTQ advocacy organizations, including the Human Rights Campaign (HRC), GLAAD, GLSEN and Family Equality, called for Target to make a statement reaffirming its commitment to LGBTQ rights, as well as putting its full range of Pride-themed merchandise back on store shelves and online and ensuring the safety of team members on its front lines.

The organizations’ statement reads in part:

“At this moment, it’s critical that Target champions equity and inclusion as it has for over a decade. Target consistently tops the list for brands that show genuine, authentic support of the LGBTQ+ community through outreach and policies. Target received recognition for outstanding commitment to DEI [diversity, equity and inclusion] from the Executive Leadership Council in 2022. It’s time to prove the recognition was earned.”


Target has been on the receiving end of fierce criticism from LGBTQ groups and their allies following its decision to remove selected Pride Month collection items from some stores. The retailer, which has offered such items for more than a decade, cited threats to its associates’ “sense of safety and well-being while at work” in “removing items that have been at the center of the most significant confrontational behavior.”

According to AP reporting, Target “said that customers knocked down Pride displays at some stores, angrily approached workers and posted threatening videos on social media from inside the stores.” While Target didn’t specify which items it was removing, “tuck-friendly” women’s swimsuits, which allow trans women who have not had gender-affirming operations to conceal their genitalia, have attracted the most attention. Additionally, designs by Abprallen, which designs and sells occult- and satanic-themed LGBTQ clothing and accessories, have come under fire from right-wing activists.

Abprallen Founder and Designer Erik Carnell told Reuters that Target’s removal of its items represented “a very dangerous precedent to set, that if people just get riled up enough about the products that you’re selling, you can completely distance yourself from the LGBT community, when and if it’s convenient. If you’re going to take a stance and say that you care about the LGBT community, you need to stand by that regardless.”

Sarah Kate Ellis, President and CEO of LGBTQ media advocacy organization GLAAD, accused Target of giving in to “fringe activists calling for censorship.

“Anti-LGBTQ violence and hate should not be winning in America, but it will continue to until corporate leaders step up as heroes for their LGBTQ employees and consumers,” said Ellis in a statement. “The fact that a small group of extremists are threatening disgusting and harsh violence in response to Target continuing its longstanding tradition of offering products for everyone should be a wake-up call for consumers and is a reminder that LGBTQ people, venues and events are being attacked with threats and violence like never before.”

Ellis also cited “an avalanche of research” showing that Americans are comfortable seeing LGBTQ people in marketing images and that consumer, particularly younger ones, prefer “companies that include LGBTQ people internally and externally.”

Dr. David Johns, Executive Director of the National Black Justice Coalition, a Black LGBTQ civil rights organization, was unsparing in his criticism of Target’s decision: “Let’s be clear: removing items from its Pride Collection, or hiding them in the back of the store — is tantamount to insisting we all go back in the closet,” he said in a statement. “At a time when LGBTQ rights and people are under attack, at a time when extremist political forces want to exterminate us, pushing our diverse history, experience, and ways of being into the shadows — we need everyone to speak out for us — including major corporations like Target and Budweiser.”

Anti-LGBTQ activists had called for a boycott of Bud Lite, made by Anheuser-Busch, after Dylan Mulvaney, a transgender Instagram influencer, was featured in a social media promotion for the beer in April 2023, according to the New York Times.

Target’s decision comes as a surprise from a retailer that prides itself on its commitment to communities, exemplified by the managers of its Cheektowaga, N.Y. store taking in travelers trapped by a snowstorm in late December 2022. But the retailer may be caught in a Hobson’s choice: it certainly doesn’t want its customers and associates to feel unsafe in its stores — the retailer cited the impact of shrink in discussing its Q1 results earlier this month. However, the price has been potentially alienating LGBTQ shoppers and their allies.

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