It’s Pride Month, a time when stores usually sell lots of rainbow-themed products to capitalize on the growing LGBTQ+ crowd. But this year, things seem a bit different.
Many stores have fewer Pride items, and others aren’t selling them at all.
This change shows how hard it can be for businesses to appeal to different groups of customers, especially during times of social fragmentation.
Right now, Americans are debating and litigating certain LGBTQ+ issues, particularly issues of hormone replacement and sterilization of minors and questions about biological males dominating women’s sports.
Last year, Target faced criticism for its Pride merchandise that included “tuck” swimwear for young boys, and cut back on the number of stores selling these products.
Nike, which has offered Pride collections since 1999, decided not to have one this year after facing boycott threats in 2023.
Some brands and influencers who work with the LGBTQ+ community are noticing fewer partnerships with big companies.
Rob Smith, who runs a gender-neutral clothing brand, said 25% fewer stores are carrying his collection compared to last June.