Target to reduce number of stores carrying Pride-themed merchandise after last year's backlash

NEW YORK (AP) — Target confirmed that it won't be carrying its LGBTQ+ merchandise for Pride month in June in some stores after the discount retailer received backlash last year for its assortment that also cut into sales.

Target, which operates roughly 2,000 stores, said Friday that the decision to offer Pride merchandise, including adult apparel, home products, food and beverage at the stores will be based on “guest insights and consumer research.”

A Target spokeswoman declined to disclose the number of stores that won't be carrying the merchandise. But a full assortment will be offered online, Target said.

“Target is committed to supporting the LGBTQIA+ community during Pride Month and year-round," Target said in an emailed statement to The Associated Press. “Most importantly, we want to create a welcoming and supportive environment for our LGBTQIA+ team members, which reflects our culture of care for the over 400,000 people who work at Target. ”

The moves, first reported by Bloomberg, come after Target removed some items from its stores and made other changes to its LGBTQ+ merchandise nationwide ahead of Pride month last year after intense reaction from some customers who confronted workers and tipped over displays. Target also moved Pride displays to the back of its stores in certain Southern locations last year.

But Target faces a second backlash from customers upset by the discount retailer’s reaction to aggressive, anti-LGBTQ+ activism, which has also been sweeping through Republican state legislatures. Civil rights groups had scolded the company for caving to anti-LGBTQ+ customers who expressed outrage over gender-fluid bathing suits that it had carried. The anti-LGBTQ+ customers also posted threatening videos on social media from inside the stores.

Target's...