NEW YORK (NEWSnet/AP) — Target confirmed Friday it will not carry Pride Month merchandise at some stores in June.

The move was first reported by Bloomberg.

Target said decisions about where to stock Pride-themed products, including adult apparel, home goods, foods and beverages, is based on “guest insights and consumer research.”

A Target spokesperson declined to disclose the number of stores involved. The company said its online shop will offer a full assortment.

“Target is committed to supporting the LGBTQIA+ community during Pride Month and year-round," Target said. “We want to create a welcoming and supportive environment for our LGBTQIA+ team members, which reflects our culture of care for the over 400,000 people who work at Target.”

Kelley Robinson, president of Human Rights Campaign, said Target's decision risks alienating LGBTQ+ consumers.

“Pride merchandise means something," Robinson said. ”LGBTQ+ people are in every zip code in this country, and we aren’t going anywhere."

In 2023, Target removed some items from stores and revised its LGBTQ+ merchandise prior to Pride Month, following reaction from some customers who confronted workers and tipped over displays.

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