Target seems to be more focused on promoting its progressive agenda rather than on its investors once again. In fact, the retail giant reported its first decline in quarterly sales in six years after the company decided to market rainbow-themed baby clothes, “tuck-friendly” swimsuits for transgender individuals, and other LGBT-themed items in its swimwear section. This led to a major backlash, with conservative advocacy group One Million Moms initiating a petition against Target for their offensive and divisive holiday merchandise.
Target under fire for ‘sexualizing’ Christmas with ‘pride Santa’ https://t.co/NNTkqhERXR pic.twitter.com/cQHgXi9GTr
— New York Post (@nypost) November 22, 2023
The offensive products that One Million Moms is taking issue with include a 10-inch “pride Santa” from Kurt Adler’s Fabriché collection and a “pride nutcracker” figurine from Wondershop, both featuring rainbow colors and other LGBT symbols. The petition states, “Target has made a deliberate decision to display controversial products instead of wholesome ones at Christmas — a Christian holiday.”
Other social media users have also expressed their disgust and intention never to shop at Target again. One user stated, “I quit Target 10 years ago when they wanted to let men in the girls’ restroom/dressing room. I used to peruse the aisles daily. I’m saving quite a bit of money!” Another pointed out that Target has misunderstood their moral values and compass, and that “many of my friends and family refuse to shop at Target.”
This is not the first time Target has faced backlash for their progressive policies. In August, the company admitted that their decision to promote LGBT-themed products had affected their bottom line, with Chief Growth Officer Christina Hennington stating, “We will use this as a signal to pause, adapt and learn so that our future approach to these moments balances celebration, inclusivity and broad-based appeal.”
However, less than four months later, Target has once again chosen to go woke, despite already experiencing financial consequences. Fox News host Jesse Watters called it “the Dylanization of corporate America,” referring to the similar implosion of Bud Light sales after they partnered with transgender activist Dylan Mulvaney. He said, “Companies are committing financial suicide — one after the other.”
Target’s persistence in promoting their progressive agenda at the cost of their profits and customer base shows a clear disconnect between their elite executives and the middle-class Americans who make up their largest customer base. This dogged insistence on sticking to their woke policies could ultimately be their downfall.
Talk about the @Target ridiculousness of misunderstanding our values and moral compass, retail is making huge mistakes. Many of my friends and family refuse to shop @Target. They have lost their way and totally off-track.
— Christopher Colombo (@clhwi2017) November 17, 2023
As a consumer, I am disgusted by Target’s recent merchandising choices and will also be joining the #BoycottTarget movement. It is time for Target to listen to their customers and prioritize their profits over their progressive agenda. If they continue to push divisive and controversial products in the future, they can expect more families to make the decision to no longer shop at their stores. As one social media user eloquently put it, Target has chosen the rainbow-colored hill they want to die on, and their shareholders should climb off it before it’s too late.