As Pride Month begins, retail giant Target is once again facing scrutiny over its approach to promoting LGBTQ-themed merchandise.

This year, the company has scaled back its in-store Pride displays, with some shoppers expressing frustration over the noticeable shift toward patriotic themes and fewer Pride-related items.

Target replaced their Pride Month aisle with USA Pride. The vibe shift is real. pic.twitter.com/ljdxN9GKt0

— End Wokeness (@EndWokeness) June 4, 2025