Target’s stock has dropped more than 10 percentage points since the company drew controversy for unveiling its latest line of LGBT products. That amounts to a loss of more than $9 billion in market value, data shows.

This goes far beyond Target—Walmart, Kohl’s, and many other retailers are also being looked at under a microscope by conservative consumers.

And this is all just a prelude to what comes on June 1: the start of Pride Month.