Multiple retailers this year are noticeably promoting Father’s Day over Pride Month in a stark contrast to previous years, following outrage from conservatives over marketing to children.

Pride month, which is marked annually in June, was a predominant time for many retailers to market products aimed at the LGBT community. This year, however, many retailers are instead prioritizing promoting products aimed at Father’s Day, which will be celebrated on June 15.

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Retailers prioritize Father’s Day over Pride Month

Target and Macy’s both have sections of their online stores promoting Father’s Day and Pride Month, but Father’s Day is the first section promoted on the brand’s website, while Macy’s promotes it as one of its first sections. For both retailers, users will have to scroll to the bottom of their homepage before finding any promotion for Pride Month.

Target did not directly respond to the Washington Examiner’s inquiry on the retailer prioritizing Father’s Day over Pride Month, with a spokesperson saying that it is committed to providing products “for an array of occasions and holidays.”

In 2023, Target faced major backlash for its promotion of pride, which prompted a lawsuit accusing the retailer of misleading shareholders. Last year, Target opted to scale back its promotion of pride products.

Kohl’s is also promoting both Father’s Day and Pride Month, though the latter has multiple sections for consumers to browse. Kohl’s advertisement for pride on its homepage is beneath its Father’s Day promotion.

Retailers not promoting pride on homepages

Other retailers are promoting Father’s Day without promoting Pride Month on their website homepages. Walmart, for instance, has a section at the top of its website promoting Father’s Day products, while a similar section dedicated to Pride Month is absent from its homepage.

Likewise, Pride Month promotions are not present on the homepages of LandsEnd and Amazon, both of which are advertising Father’s Day sections. For the latter retailer, Father’s Day is the first promotion a user will see when they visit the site.

RECLAIMING JUNE FOR THE FAMILY

Google has yet to acknowledge Pride Month on its homepage as of Tuesday, three days into the celebration. On Monday, the search engine’s homepage promoted a link for Father’s Day products from Google Shopping, which read, “It’s almost Father’s Day: Level up your gift game.” This link disappeared a day later.

Earlier this year, it was revealed that multiple companies, including Comcast and Anheuser-Busch, were scaling back their partnership with pride events, which included sponsoring events such as Pridefest in St. Louis, Missouri. The automobile manufacturer Nissan also withdrew its backing of Pride Toronto, citing “a re-evaluation of all our marketing and media activations in a variety of activities.”