Target unveiled its Christmas collection for 2023 that includes new products representing the LGBT community. On the retailer's website, a "Pride Christmas Nutcracker Figurine" and a "Fabricé Pride Santa" are up for sale.
The former is a 10-inch Santa Claus figure dressed in a shirt with the phrase "Love is Love," rainbow suspenders and a heart-shaped belt buckle. He is also holding a rainbow flag.
The collection also features a Pride-themed nutcracker wearing a rainbow-colored hat and waving the LGBT flag.
Target's Pride Christmas collection catalog also includes rainbow wrapping paper and a snow globe with the phrase "Love is Love" and a rainbow heart.
Target boycott
Target does not seem to care about the response and subsequent financial consequences from customers following the launch of its Pride Month collection for children a few months ago. Criticism rained down on the company for a number of its products, including female swimsuits that have "extra crotch coverage" to help hide male private parts.
At that time, "Target" was trending on Twitter, now X, and users began to call for a boycott. Recognizing the backlash, the company stated that it had decided to remove some LGBT merchandise from its stores. However, the retailer's shares fell by more than 12% in the stock market after the controversy.
Did you know @Target also sells “tuck-friendly” bathing suits for children in the Pride section? Well now you do.#BoycottTarget #GaysAgainstGroomers pic.twitter.com/ohK7X3D4N3
— Gays Against Groomers (@againstgrmrs) May 20, 2023
Before its LGBT collection went viral, Target was trading at $160.96 per share. After the scandal, they fell to an annual low of $138.93.
"Given these volatile circumstances, we are making adjustments to our plans, including eliminating items that have been at the center of the most significant confrontational behaviors," the retailer said in a statement.
Target lost more than $15 billion in stock market cap due to these actions.
