Target is removing certain items from its stores and making other changes to its LGBTQ+ merchandise nationwide ahead of Pride month, after an intense backlash from some customers including violent confrontations with its workers.
“Since introducing this year’s collection, we’ve experienced threats impacting our team members’ sense of safety and well-being while at work,” Target said in a statement Tuesday. ”Given these volatile circumstances, we are making adjustments to our plans, including removing items that have been at the center of the most significant confrontational behavior.”
Target declined to say which items it was removing but among the ones that garnered the most attention were “tuck friendly” women’s swimsuits that allow trans women who have not had gender-affirming operations to conceal their private parts. Designs by Abprallen, a London-based company that designs and sells occult- and satanic-themed LGBTQ+ clothing and accessories, have also created backlash.
The Pride merchandise has been on sale since early May. Pride month is held in June.
Target confirmed that it has moved its Pride merchandise from the front of the stores to the back in some Southern stores after confrontations and backlash from shoppers in those areas.
Target’s Pride month collection has also been the subject of several misleading videos in recent weeks, with social media users falsely claiming the retailer is selling “tuck-friendly” bathing suits designed for kids or in kids’ sizes.
The moves come as beer brand Bud Light is still grappling with a backlash from customers angered by its attempt to broaden its customer base by partnering with transgender influencer Dylan Mulvaney. Bud Light’s parent company said it will triple its marketing spending in the U.S. this summer as it tries to restore sales it lost after the brand partnered with the transgender influencer.
Target and other retailers including Walmart and H&M have been expanding their LGBTQ+ displays to celebrate Pride month for roughly a decade. This year transgender issues — including gender-affirming health care and participation in sports — have been a divisive topic in state legislatures and the backlash has turned hostile.