As Pride Month begins, retail giant Target is once again facing scrutiny over its approach to promoting LGBTQ-themed merchandise.
This year, the company has scaled back its in-store Pride displays, with some shoppers expressing frustration over the noticeable shift toward patriotic themes and fewer Pride-related items.
Multiple videos circulating on social media this week show shoppers documenting their visits to various Target locations, where prominent red, white, and blue Independence Day displays have replaced or overshadowed previous Pride-themed sections.
“Happy Pride Month in my Target that used to have a PRIDE section — it’s now all U.S.A. Yay!” one shopper said in a video that has gained traction online.
“Target is really taking this anti-DEI thing to another level.”
Another video featured a shopper saying, “I’m at Target — there is no PRIDE section at my Target. You would think they would learn something. Not even a section, not even one PRIDE shirt. That’s embarrassing, Target. Do better.”
A senior Target official, speaking anonymously to CNN, confirmed that the company would be displaying LGBTQ-themed products with less prominence this year compared to previous Pride Months.
The official added that the decision was part of a broader review of the company’s marketing and merchandise strategy.
In January, President Donald Trump signed an executive order targeting diversity, equity, and inclusion (DEI) initiatives across both public institutions and private corporations.
Shortly after the order was signed, Target joined other retailers—including Walmart—in making changes to their DEI policies and public-facing campaigns.
The shift has been welcomed by some, particularly conservative voices who have long criticized corporations for prioritizing identity-based marketing. Turning Point USA influencer Morgonn McMichael posted a video showing the layout of her local Target store.
In it, she highlighted the front-of-store displays filled with American flags, patriotic slogans, and family-themed merchandise.
“If there is anything indicating a cultural shift in our country, I think it’s the fact that Target’s PRIDE collection is now this small, while 4th of July Independence Day is being celebrated galore,” McMichael said.
While the scaled-back Pride displays have been praised in some circles, the change has also prompted renewed criticism from LGBTQ activists and progressive shoppers, some of whom have called for boycotts.
Target’s financial performance in the first quarter of the fiscal year showed a dip in revenue, prompting speculation that consumer pushback over DEI changes may be contributing, alongside external economic factors such as tariffs.
In response to the backlash, some media outlets have raised questions about the nature of the online criticism.
A report from USA Today this week cited Israeli tech firm Cyabra, which analyzed social media activity from January 1 to April 21.
According to the firm, approximately 27% of the accounts expressing outrage over Target’s DEI policy rollback were fake.
The firm claimed these inauthentic accounts played a significant role in amplifying the backlash online.
Despite the analysis, real consumer reactions—both in support of and in opposition to the changes—have continued across platforms. Target has not issued a formal statement on the backlash or the altered display strategy for Pride Month, though internal sources suggest the company is closely monitoring public and financial responses.
Target has faced similar controversies in previous years over its LGBTQ campaigns and merchandise.
This year’s changes appear to reflect a broader corporate recalibration in response to shifting national sentiments around DEI policies and culture-based marketing.
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