Target tones down pride collection amid backlash and declining sales
- In 2025, Target's Pride collection features around 53 items in stores, a significant decrease compared to previous years.
- Public reactions include disappointment over the limited offerings and errors on clothing labels.
- The changes reflect Target's response to declining sales and backlash from critics regarding LGBTQ-themed products.
In the United States, Target has significantly scaled back its Pride merchandise collection for the year 2025, following years of criticism and declining sales. Previously, in 2023, the retailer offered over 2,000 Pride-related products, but the company faced backlash regarding its integration of LGBTQ themes in children’s apparel. Critics accused Target of promoting a 'transgender agenda' with products deemed inappropriate by some consumer groups. As a response to this backlash and employee safety concerns, Target announced in 2024 that they would reduce their offerings and limit the collection to select stores and online avenues. For 2025, the Pride collection comprises around 53 items available in stores, with an expansion to approximately 115 items when including online-only options. Many of these articles are labeled for adults, reflecting a notable shift in strategy. This decrease indicates Target’s retreat from its previously more inclusive policies, which saw the company actively sponsoring LGBTQ events and supporting related organizations such as the Human Rights Campaign in earlier years. The 2025 collection has sparked mixed reactions on social media, with many consumers expressing disappointment over not only the limited selection but also an error in some clothing labels that included incorrect 'header copy' and 'lorem ipsum' placeholder text. The company acknowledged this mistake, attributing it to an error from their vendor. As public sentiment about Target's LGBTQ merchandise evolves, the relationship between the retailer and LGBTQIA advocacy groups has grown strained. In early 2025, when Target revised its diversity, equity, and inclusion (DEI) strategies, backlash ensued, prompting some groups to boycott the brand. Further, the cancellation of Target's sponsorship of local Pride events reflects a broader trend where many retailers reevaluate their community engagement with LGBTQ consumers amid changing societal attitudes and consumer expectations.