Target experienced an 11% drop in customer traffic in its stores and a 9% decline in website traffic during a nationwide economic “blackout” organized by the People’s Union USA on February 28, according to data shared by Forbes. The retailer cited record performance around Valentine’s Day but reported soft sales for the month due to unseasonably cold weather and declining consumer confidence.
In its fourth-quarter earnings report, Target warned of meaningful year-over-year profit pressure in its first quarter due to ongoing consumer uncertainty and tariff concerns. The company also announced a small decline in February net sales.
Target’s decision to roll back diversity, equity, and inclusion (DEI) programs has been met with criticism from some Americans who view these initiatives as promoting discrimination. In contrast, many have celebrated the move as a victory against “wokeness.” The retailer has since cited an “evolving external landscape” when announcing the end of its DEI goals.
The People’s Union USA, which organized the economic boycott, claims to want to remind Americans that their country belongs to the people, not just the elite. However, experts warn that such actions may have limited impact on consumer behavior and could damage a company’s reputation.
Source: https://www.newsweek.com/target-boycott-figures-impact-blackout-protest-2039726