Target Corp. has announced that it will not be selling LGBTQ-themed merchandise in some of its stores during Pride Month in June following a backlash that impacted revenue last year. The Minneapolis-based retailer stated that it will offer Pride products in select stores based on historical sales performance, with the items also being available for purchase online.

Reports suggest that Target is expected to stock the products in approximately half of its nearly 2,000 stores in the US. The decision comes after facing threats from customers last year over its Pride merchandise, including transgender-specific items, which resulted in the removal of some products from sale.

In response to the feedback and to show its commitment to supporting the LGBTQIA+ community, Target will curate the items based on consumer input. The assortment will include adult apparel, food and beverages, and home goods. The company also plans to have internal programs and participate in local Pride events across the country to mark the occasion.

Last year’s challenges, coupled with a decrease in demand for discretionary products, led to a decline in sales for Target. The retailer aims to see sales growth in the second quarter despite current comparable sales remaining below expectations.

Target has been offering a Pride assortment for over a decade and views Pride Month as a significant moment to continue showing its support. CEO Brian Cornell emphasized the importance of learning from past experiences, acknowledging the impact on both employees and the LGBTQIA+ community.

The decision not to carry LGBTQ-themed merchandise in all stores during Pride Month reflects Target’s strategic approach to address consumer concerns while still affirming its commitment to inclusivity and support for the LGBTQIA+ community.