Target’s quarterly sales fall for first time in six years following Pride collection backlash
Asher Notheis
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Retail outlet Target missed the mark over the past quarter when its sales fell by 5.4%, a first for the store in the past six years.
The quarter, which ended on July 29, gave the retailer $24.8 billion in total revenue, approximately 4.9% lower than the same quarter from last year, according to Target’s second quarter earnings report. The decrease in Target’s sales came after the retailer received pushback from consumers over its 2023 Pride collection, which included items for children as young as newborns.
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“As we move into the Fall, the team is gearing up for the biggest seasons of the year, with a focus on continuing to serve our guests with newness throughout our assortment,” said Brian Cornell, the CEO of Target Corporation. “At the same time, we continue to take a cautious approach to planning our business, and have therefore adjusted our financial guidance in anticipation of continued near-term challenges on the topline. This approach, along with the long-term investments we’re making in our business and strategy, position us to deliver sustainable, profitable growth in the years ahead.”
Earlier this year, it was reported that Target’s stock lost $9 billion in the wake of its Pride collection. While the outlet has had annual Pride collections since 2012, its latest one has stirred up the most controversy due to its marketing being directed toward children.
After the public pushback from conservatives, Target moved items related to their Pride collection to the back of their stores for the safety of their employees. The relocating of the items came after customers had entered the stores, confronted employees, and threw merchandise on the floor, according to Target spokeswoman Kayla Castaneda.
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In a survey published in June, 48% of respondents said that businesses “do too much” to celebrate Pride month, nearly triple the 17% who say stores do too little. Another 21% said the amount of effort was just right.
Additionally, 35% of regular Target shoppers in the poll said they were turned off and were “less likely” to shop there. Just 25% said they were more likely to shop at Target.