For many years, Target stores have made a big media splash about being all in on gay pride. Rainbows have been everywhere in Big Red. They were even one of the first major retailers to “trans” their stores, saying anyone can use any restroom, regardless of sex. But this campaign has not gone well for Target and this year they are putting their once enthusiastic gay pride under a major bushel.

Target recently announced they will only be selling their gay pride propaganda products in half their stores and the gay establishment is none too happy. This even though Target spokespersons have said, “Target is committed to supporting the LGBTQIA+ community during Pride Month and year-round.” Yet, Human Rights Campaign (HRC) President Kelley Robinson complained, “Target’s decision is disappointing and alienates LGBTQ+ individuals and allies at the risk of not only their bottom line but also their values.”

So what happened to all that ebullient pride?

HRC’s president let it slip. Quite simply, going full gay pride hurt Target’s bottom line. Moms grew tired of having to consider what “tuck-friendly” bathing suits and chest-binders were while shopping with their kids. Target realized it certainly doesn’t want to end up like Bud Light.

If trends continue, that is exactly where they are headed.

Forbes reported last year that Target stocks dropped 20% over the previous year and CNN Business admitted the retailer is nervous about that trend continuing.

HRC has scolded Target for listening to its customers and rolling back some of its more radical pride merch. In a 2023 press release, the HRC said, “Target should put the products back on the shelves and ensure their Pride displays are visible on the floors, not pushed into the proverbial closet.” Target is clearly not taking that advice this year. The big red retailer would do well to drop all of its pride propaganda and get back to serving families.

Thankfully, Target and other major companies like Anheuser-Busch, GilletteNikeStarbucks, DisneyPlanet FitnessRipCurl, and Doritos have felt the heat from long-time customers after they got busy with gender ideology silliness. This is an encouraging trend that certainly needs to continue. Families shopping their values is positively influential and is making a real difference.

Yes, going “woke” is proving a fast path to going broke and Target executives are taking note.

Related articles and resources:

How Did We Get To this Gender-Confused Place?

Keeping Your Family Safe in Public Restrooms

Public Restrooms – Your Privacy and Safety

Target Launches New Merchandise From ‘Transgender’ Designer With Links to Satanism and Occult

When Transgender Issues Enter Your World


Image from Getty.