Target Swaps LGBT Displays for Patriotic Themes as Pride Month Begins
Target has received positive attention from conservatives after customers noticed a significant reduction in its Pride Month displays at the start of June, with many stores instead prominently featuring USA-themed merchandise.
While the retail chain still offers a Pride collection for 2025, its presence in stores appears notably smaller than in previous years. The shift comes after the company faced backlash in recent years over its prominent displays of LGBT-themed products, particularly those marketed to children.
In January, Target announced it would scale back its diversity, equity, and inclusion initiatives, following an executive order from President Donald Trump aimed at dismantling such programs within the federal government. The move aligned with growing pressure the company has faced over its DEI policies and related product lines.
Social media users have posted pictures and videos of various Target locations, noting the switch from expansive Pride sections to patriotic displays as June began.
Target previously said last year it would reduce production of Pride merchandise due to “customer feedback” and “historical sales performance,” a decision that appears to be reflected in this year’s rollout.
Target is not alone in retreating from large-scale Pride promotions. An April study found that 39 percent of companies had reduced or ended funding for Pride events and organizations this year. Anheuser-Busch, parent company of Bud Light and Budweiser, announced it would no longer fund Pride St. Louis events.
Similarly, major corporations including Mastercard, PepsiCo, Nissan, and Citi have reportedly scaled back or eliminated sponsorship of New York City’s Pride March.
