Target sees more foot traffic despite anti-LGBTQ+ backlash, research finds

June 7, 2023

Foot traffic was up at Target Corp. stores last month despite the recent anti-LGBTQ+ backlash against the company’s Pride collection, according to location-intelligence company Gravy Analytics.

While Target TGT, -0.72% has come under intense pressure over its Pride collection, foot traffic to the company’s stores between April 30 and May 27, 2023 increased 69% compared with the same period last year, Gravy Analytics’ data show. For the week of April 30, 2023, Target saw 7.79 million daily visitors, which increased to 7.92 million daily visitors in the week of May 7, according to Gravy Analytics. For the week of May 14, Target had 8.54 million daily visitors, which rose to 8.7 million daily visitors in the week of May 21.

Target also saw its foot traffic increase slightly more than some of its competitors during that period, Gravy Analytics’ data show. From the week of April 30 to the week of May 21, 2023, Target saw a 12% increase in foot traffic compared to Costco Wholesale Corp. COST, -0.97% and Walmart Inc. WMT, +0.15%, which saw a 9% and 1% increase, respectively.

Pride month began on June 1st. Target has offered Pride-related products for more than a decade.

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