Target has long inspired a particular kind of loyalty. It literally sells its own merch. For many shoppers, the retailer offers more than a place to pick up toilet paper and pet food: It’s where they grab Starbucks and get lost in discovering new beauty brands, finding affordable fashion and seeing both their taste and values reflected on the shelves. But the retailer’s relationship with some of its customers has grown more complicated in recent years, particularly as it has faced backlash over its LGBTQ+ Pride merchandise — or lack thereof — and, more recently, its decision to scale back several formal diversity, equity and inclusion initiatives.

In February 2026, Target’s new CEO Michael Fiddelke shared his vision for a fresh start, promising a merchandise makeover that includes a new beauty section (and food and other major categories). In an interview with AP , he was asked whether the boycotts over DEI changes affected sales.…