Target announced a muted rollout of its Pride Month collection this year in the wake of 2023’s vicious anti-trans campaign, launched by conservatives, that the company said endangered its employees and affected sales.
In a statement Thursday, Target said its Pride collection will be available online and in select stores “based on historical sales performance.” As The New York Times reported, the rollout will be a marked departure from how the retailer approached marketing its Pride merchandise in previous years, when those products were prominently displayed in stores.
Target’s statement about its 2024 Pride Month plans also only refers to “adult apparel.” Last year’s boycott, fueled by attacks from right-wing political activists like Matt Walsh and Charlie Kirk, centered on false claims that the retailer was selling “tuck-friendly” swimsuits for children and satanic children’s clothing.
At the time, the company said the largely social media–fueled campaign had translated to real-life confrontations, as pe