Target’s online traffic declined by 9% on February 28, compared to the previous week, according to website analytics platform Similarweb. The drop was attributed to a boycott call led by Black faith and civil rights leaders, who advocated for a 40-day “Target Fast” over Lent.
The boycott came after Target announced it had concluded its three-year diversity, equity and inclusion goals, sparking calls for similar boycotts against other brands that rolled back their DEI policies. Costco, however, saw a 22% increase in web traffic on the same day, with its app user visits rising by 3%.
Walmart experienced a 5% slump in web traffic, while Amazon dropped by 2%. However, Amazon’s app traffic rose by 1%, indicating that loyalty among loyal customers may be holding strong.
The boycott call has raised questions about whether Target is experiencing a backlash from its most loyal customer base. The company will release its full-year 2024 earnings report tomorrow, which may provide insight into the impact of the boycott calls.
BlackRock, a leading advocate for DEI and environmental policies, recently announced it was ending “aspirational workforce representation goals” due to changes in US law and policy. This move has sparked debate about the role of corporations in promoting social justice.
Source: https://www.forbes.com/sites/pamdanziger/2025/03/03/target-loses-and-costco-wins-in-web-traffic-on-feb-28-economic-blackout-day