Backlash Over Target’s Pride Month Bathing Suit Echoing Boycott of Bud Light

The retailer is scrambling in the face of activists, with its stock down and store staff feeling unsafe.

AP/George Walker IV
Pride month merchandise at a Target on May 24, 2023, at Nashville. AP/George Walker IV

Target is reeling this Memorial Day weekend, with complaints over its Pride Month displays, especially its merchandising of a “tuck-friendly” bathing suit, ballooning into a marketing debacle on the heels of Bud Light’s recent ordeal regarding its promotion with a transgender influencer.

On Friday, Target shares fell for the seventh day, hitting their lowest level in three years. The stock dip is “partially about earnings,” Barron’s reported, as the retailer warned of “softening sales trends” in the first quarter, and “partially about a decision to adjust its LGBTQ+ Pride Month collection.”

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