How Target lost its nerve — and then lost its business

By: Thomas Lee

Outlets: Minnesota Reformer

Published: March 30, 2026

Words: 3,159

Last Updated: 4 months ago

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In May 2023, I received a surprise phone call from a top Target executive. It was after the close of business, so I knew it was serious.

“I wanted to give you a heads up,” the executive said. “Tomorrow, we will be announcing that we will be pulling from Target stores some items from our annual LGBTQ+ Pride collection.”

Target, the official said, had been receiving threats from people who objected to the merchandise. …

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