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FURTHER DETAILS: Macy’s Plans to Close One of Its Most Recognized Stores Within 72 Hours
The target was optimistic that Easter would enhance its sales figures and compensate for the lackluster performance at the beginning of 2025.
However, a boycott initiated by churches seems to be thwarting this plan.
On March 4th, during a quarterly earnings call, Target announced that their net sales for the quarter had dropped by more than 3 percent.
However, the executives placed their faith in Easter to boost sales, referring to the Christian holiday five times throughout the discussion.
Retail Brew
reported.
“We achieved record sales for Valentine’s Day,” stated Rick Gomez, Target’s chief commercial officer, during the conference call.
‘That looks very promising for Easter. We are heartened by this and eagerly anticipating Easter.’
However, the retailer is currently confronting a significant boycott initiated by African American clergymen, which is gaining considerable momentum.
reversed its diversity, equity, and inclusion (DEI) initiative in January
.
The protest, named
Target Fast
Organizers ask participants to avoid supporting the company throughout the 40 days of Lent, starting from March 5 until April 17. According to Retail Brew, over 150,000 individuals have joined this initiative.
Target had long been known for its progressive merchandise and years of championing racial justice and social justice.
In 2023, it even
received significant criticism over a line launched to honor Pride
.
However, at the beginning of this year, the corporation
has joined numerous other companies such as Walmart and Harley-Davidson in discontinuing its diversity, equity, and inclusion initiatives
, which upset numerous dedicated customers.
The company was also part of numerous enterprises that faced a one-day ‘economic boycott’ organized on February 28.
Target Fast initially set out to recruit just 100,000 participants for their Lenten boycott initiative. However, having exceeded this target, they might now face some repercussions.
When queried regarding how the protests might affect Easter sales, Emily Bisek, who serves as the senior crisis communications manager at Target, informed Retail Brew that the company has “nothing new to report currently.”
The initiative Target Fast was started by Jamal Harrison Bryant, who serves as the senior pastor at the New Birth Missionary Baptist Church located just outside of Atlanta, Georgia.
Bryant stated that the African-American community has felt disrespected following their dedicated patronage.
Fortune
.
‘To have the company abandon us would be an affront of the utmost degree.’
The protest’s website states: “Recently, we’ve seen a concerning rollback in Diversity, Equity, and Inclusion (DEI) efforts by prominent businesses—organizations that initially committed to advocating for justice but have opted for a compromising route instead.”
These reversals signify more than mere business choices; they indicate a significant decline in the moral and ethical principles essential for constructing a fair society.
‘People of faith must not remain quiet; instead, they are urged to oppose systems that foster exclusion and inequality.’
The website suggests that black shoppers contribute approximately $12 million daily to Target’s revenues.
This is a fasting period aimed at promoting accountability. It seeks justice and envisions a future where corporations do not succumb to pressures that harm marginalized groups, according to the statement.
Kevin Brockenbrough, a seasoned brand consultant with over two decades of experience working with various retailers and brands, shared with Retail Brew that Black consumers exhibit a stronger preference for Target compared to other retail outlets.
The firm not only demonstrated a dedication to racial equity historically, but it also maintains a significant footprint in urban areas, he added.
Walmart operates in smaller, rural locations; whereas Target is found in urban settings. According to Brockenbrough, Target tends to be situated where African American populations reside.
‘Thus, for Target to retreat from DEI initiatives somewhat feels like being hit in the face.’
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