Retail giant Target has blamed its sales slump on a backlash against its “gender-fluid” branding.
Target registered a five per cent drop in sales to $24.8billion (£19.5billion).
The drop was the Minneapolis-based retailer’s first decline in six years.
Target witnessed a backlash over its range of LGBT+ products released to mark Pride.
A Target logo is seen on shopping carts at a Target store in Manhattan, New York City
Reuters
Conservative commentators led the crusade against the popular retailer after products ranging from gender fluid mugs, “queer all year” calendars and a children’s book titled I’m Not a Girl hit the shelves.
Target eventually removed some products from its 2,000-strong Pride collection.
The company cited staff safety as a key reason behind the decision.
Target claimed there had been an increase in customer-employee confrontations and some displayers were left damaged.
Company bigwigs cannot directly estimate how much of an impact the Pride-related boycott had on sales.
However, trading improved in July following June’s Pride celebrations.
Target chief executive Brian Cornell claimed the retailer had learned from the backlash.
It now vows to be more cautious about its merchandise during “heritage” months.
Dylan Mulvaney promoted Bud Light on her TikTokTikTokHe said: “We’ll continue to celebrate Pride and other heritage moments, which are just one part of our commitment to support diverse teams and guests.
“However, as we navigate an ever changing operating and social environment, we’re applying what we’ve learned to ensure we’re staying close to our guests and their expectations of Target.”
Target’s comments come after Skittles was earmarked as being at risk of facing a boycott after it was accused of producing “woke” LGBT+ packaging.
Bud Light was also engulfed in a separate debacle for signing a deal with trans influencer Dylan Mulvaney.
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