Walmart promoted its new Pride apparel on social media. Ahead of Pride month, they wrote on Instagram, "Not just a slogan. #PrideAlways is a reminder to lead with love."
The promotion comes weeks after Target faced backlash. Target announced its Pride collection would be in "select stores" only. This was due to conservative backlash last year.
Target’s June Pride Month displays have had rainbow and LGBTQ+ messaging for years. Last year, products like female-style swimsuits that can "tuck" male genitalia outraged many. The backlash led some stores to relocate their displays to avoid a "Bud Light situation."
Bud Light also faced conservative backlash. They featured a transgender influencer in an ad.
Target's sales slumped following the backlash. CEO Brian Cornell said last year's sales downturn showed "an ever-changing operating and social environment" and taught them a lesson.
FOX Business’ "The Big Money Show" co-host Brian Brenberg said the backlash had a big effect. "Clearly, the Pride month backlash by consumers had a huge effect. I mean, particularly on sales," he told Fox News Digital.
Walmart’s "Pride Always" promo includes a variety of products. Items like a "beyond gender" notebook, "totes gay" tote bag, and "I heart gay people" fanny pack are featured. Rainbow-colored products like a pool floatie and an apron are also included.
Bianca of Bianca Designs said, "While I was creating my collection, it was important to me for it to be positive and uplifting," in the promo of her collection.
Amid the Target backlash, Walmart said they had no plans to change their LGBTQ+ merchandise. Chief Merchandising Officer Latriece Watkins said, "I think we have merchandise that we sell all year that supports different groups." She added, "We haven't changed anything in our assortment."
Walmart U.S. CEO Doug McMillon addressed shareholder concerns last year. He said the company does not aim to make social and political statements. "We're a retailer," he added. "We want everybody to feel comfortable shopping with us…and we want everybody to feel comfortable and excited about working at Walmart."