Retail giant Target has been forced to reassess its strategies following a significant backlash from consumers across the nation.

The company’s decision to prominently feature a controversial ‘Pride’ collection in collaboration with London-based LGBT+ company Abprallen has sparked widespread calls for boycotts, leading to a noticeable slump in sales.

The second quarter of this year saw Target’s sales plummet by 5.4%, marking the company’s first dip in sales in over half a decade.

This downturn was not an isolated incident but rather a part of a larger trend that has seen the retailer grappling with its longest losing streak in 23 years.

In June, financial powerhouse JP Morgan downgraded their outlook for Target from Overweight to Neutral, suggesting a potential 40.86% upside.

This downgrade came as a result of the mounting backlash against Target’s controversial merchandise, which many believe is pushing a divisive agenda.

At the heart of the controversy is Target’s ‘Pride’ section, a collection dedicated to trans and LGBTQ children’s clothing. This collection, displayed at the front of each Target store nationwide, includes items such as “tuck-friendly swimwear for kids” and chest binders.

The collection also features shirts and bags emblazoned with messages like “live laugh lesbian,” “cure transphobia, not trans people,” “too queer for here,” and “we belong everywhere.”

While some may argue these messages promote inclusivity, others see them as a blatant promotion of a specific ideology, causing discomfort among a significant portion of Target’s customer base.

Adding fuel to the fire, Target’s collaboration with Abprallen, a company known for selling apparel featuring satanic imagery such as pentagrams, horned skulls, and references to the devil, has further alienated customers.

This partnership, which resulted in the creation of the ‘Pride’ collection, has been met with widespread disapproval, leading to threats of boycotts and a massive backlash.

This situation serves as a stark reminder for corporations about the potential pitfalls of aligning too closely with controversial ideologies. As Target grapples with the fallout from its controversial ‘Pride’ collection, it remains to be seen how the company will navigate this challenging situation.