Target to Limit LGBT Pride Products to Online and ‘Select Stores’ After Last Summer’s Controversy

Backlash against last year’s Pride Month marketing campaign contributed to Target’s first quarterly sales drop in six years.

A sign is posted in front of a Target store that is slated for closure in Oakland, Calif., on Sept. 29, 2023. Justin Sullivan/Getty Images

Target has announced that its LGBT-themed merchandise will only be sold online and at select stores this June, a decision made after last year’s Pride Month marketing campaign divided customers and dragged down sales.

In a statement on its website, Target said that instead of prominently displaying its Pride Month collection in all its stores, it will be “offering a collection of products including adult apparel, home, food, and beverage items, curated based on consumer feedback.”