Humbled 'Pride': Target, Apple, and Disney among companies scaling back annual LGBTQ sale-a-bration



Some things just go together: President Trump and Diet Coke. Tom Cruise and death-defying stunts. Target and Pride Month.

Since launching its first campaign a decade ago, the big-box retailer has been one of the most eager participants in the annual weeks-long orgy of LGBTQ "representation," which finds free-spending, virtue-signaling brands sponsoring events, releasing collections of Pride-themed products, and festooning their logos with rainbows.

Many big corporate sponsors have either pulled out entirely, scaled back, or asked that their donations not be publicly disclosed.

Perhaps no company has gained more publicity from the summer same-sex sale-a-bration than Target. It's also attracted plenty of backlash, most notably a highly publicized consumer boycott two years ago.

But nothing could have prepared one Target shopper for what she encountered upon entering the store last week.

"Tuck-friendly" women's bathing suits? "Queer"-affirming children's apparel?

That's so 2023.

This year Target has gone viral for indulging in a decidedly more traditional (and, ironically, more "inclusive") display of pride: good, old-fashioned American patriotism.

Putting 'Pride' aside

"Walking into Target - instead of a giant "PRIDE" display as in the past, they have a USA section!! This is winning!" posted Wisconsin mother of four Katie Yonke on X Tuesday, emphasizing her enthusiasm with three American flag emojis.

While Yonke's post is anecdotal at best, it does reflect the company's newly low-key approach to Pride Month.

As one TikTok user pointed out, Target’s latest Pride collection now largely consists of a series of collectible bird figurines.

Social media silence

Other corporate behemoths are also downplaying their Pride involvement.

For evidence of this, one need look no farther than X. In addition to Target, Anheuser-Busch, IBM, XBox, Disney, Starbucks, Nike, Bank of America, Converse, World of Warcraft, and Call of Duty are among the brands that have not acknowledged Pride Month with changes to their profiles.

Perhaps even more telling is Google's silence on the matter. While recent regional "Google Doodles" have commemorated the 2025 Korean presidential election and Italy's Republic Day, nary a "love is love" sign is to be found on the search giant's homepage.

RELATED: 'Sesame Street' targets children for Pride Month ... again: 'This should not be promoted to kids'

Photo by: Nathan Congleton/NBC via Getty Images

Google has also removed Pride Month and several other “holidays” from the Google Calendar, calling the proliferation and maintenance of these moments of remembrance “unsustainable” for the Calendar team.

Apple is another major Pride booster avoiding the spotlight this year. Its collection consists only of an Apple Watch band and some accompanying wallpapers.

Donations on the down-low

Sponsorship of Pride events in cities like San Francisco, Columbus, and St. Louis has also taken a hit. Many big corporate sponsors have either pulled out entirely, scaled back, or asked that their donations not be publicly disclosed.

New York City Pride, the largest Pride event in the nation, has usually depended on a handful of “platinum” donors — high-profile brands like Garnier, Mastercard, Skyy Vodka, and Target who give at least $175,000 to event organizer Heritage of Pride. This year, all but one have decreased their commitments.

Donors such as Nissan, PepisCo, Comcast, and Diageo have also stepped away from Pride celebrations.

Beating around the Busch

Anheuser-Busch has backed out of events in Columbus and San Francisco, as well as its hometown of St. Louis.

The brewer's cold feet come as no surprise, considering the fallout from its disastrous Bud Light marketing campaign featuring transgender influencer Dylan Mulvaney in April 2023. The ensuing conservative boycott was devastating to the company; clearly, other companies paid close attention.

Re-engineered allyship

Pride goeth before a fall. Even those who reject such wisdom as outdated could have seen this coming, thanks to consulting firm Gravity Research's report from April.

The key takeaway from the report's survey of corporate leaders is that brands are increasingly publicity-shy when it comes to Pride Month. Rather than risk the backlash of abandoning it altogether, may have chosen to "re-engineer" their approach: “As polarization deepens, brands are favoring lower-profile, internally focused strategies that minimize public exposure while signaling commitment to employees.”

The report goes on to reveal some surprising statistics: “39% of companies plan to decrease overall engagement, and 41% report no change compared to previous years. No executive said they plan to increase Pride efforts overall.

Related: Rainbow rebellion: How Christians can take back what Pride Month stole

Martin Wahlborg/iStock/Getty Images Plus

The report also found that such companies were responding to pressure from three major groups: the Trump administration, conservative policymakers, and activists.

Gravity Research President Luke Hartig told CNN, “It’s clear that the administration and their supporters are driving the change. Companies are under increasing pressure not to engage and speak out on issues.”

Power of the pocketbook

In short, the highly effective boycotts levied against Anheuser-Busch and Target two years ago were just the beginning of more sweeping change, catalyzed by Trump 2.0's crusade against DEI policies.

Companies previously so quick to engage in trendy social causes are discovering that their activism comes with a price; controversy is far less appealing when it starts to affect the bottom line. They will no doubt pivot, as they always do, and live to sell another day.

Meanwhile, consumers on all sides have been reminded of their own immense power. No matter how much money is thrown at promoting a certain worldview, it's their dollars that get the final say.

Pride Month’s true competition? Faith, family, freedom



This June, as rainbow flags flutter and parades march on, a noticeable shift has occurred — corporate America is stepping back from its once-vocal support of Pride Month. That retreat offers conservatives not just a moment to observe but a moment to reflect: What are the values we ought to be truly proud of? What are we, as a nation, actually celebrating?

This year, according to Gravity Research, nearly 4 in 10 companies are scaling back Pride-related activities — a major jump from just 9% last year. Major sponsors like Google, Home Depot, Mastercard, and Citi have withdrawn support from some of the largest Pride events in North America. Even entertainment giants like Netflix and Disney have noticeably toned down their rainbow-wrapped algorithms.

If this trend is truly reversing, what should we celebrate instead?

These aren’t isolated incidents. They are part of a growing corporate recalibration — one triggered by consumer backlash. The Bud Light and Target controversies of recent years proved that when brands pander to divisive ideologies, everyday Americans take notice — and they push back. The market has spoken, and many companies are now listening. I’ll crack a Coors Light to that.

None of this is to dismiss the real people behind Pride Month — Americans who genuinely desire dignity, respect, and the freedom to live without fear or hostility. Every person is made in the image of God and deserves to be treated with decency. But that’s precisely why the corporate exploitation of these communities is so hollow. When support is only loud during ad campaigns and silent when there's pushback, it reveals that the motive was never about justice — it was about profit. Those who truly care about human dignity should be just as offended by this performative marketing as anyone else.

If companies are now walking away from Pride because it’s no longer profitable, we should ask a deeper question: Were they ever really “with” the LGBT community in the first place — or were they simply exploiting a cause to sell products?

The answer is obvious.

It wasn’t support — it was a sales strategy.Betrayal dressed in bright colors. You can’t sell “authenticity,” and these brands proved it.

What we’ve witnessed over the past decade is the rise — and now the reckoning — of performative activism. Rainbow logos in June. BLM hashtags in July. DEI statements in quarterly reports. All too often, these campaigns have felt more like virtue-signaling PR stunts than sincere commitments. It’s what critics have dubbed “rainbow capitalism”: when a company paints itself in the colors of a movement, not to live its values but to boost its bottom line.

One organization that has been instrumental in exposing this performative activism is Consumers’ Research. As a conservative watchdog group, it has launched campaigns targeting companies it perceives as prioritizing progressive agendas over their customers. For instance, in response to Bud Light’s partnership with a transgender influencer, Consumers' Research initiated a “Woke Alerts” campaign to inform consumers about companies' political stances. The organization's efforts have played a significant role in holding corporations accountable and encouraging a return to customer-focused values.

So, if this trend is truly reversing, what should we celebrate instead?

Rather than centering our national pride around identity groups or political campaigns, we should be celebrating the things that actually hold America together — faith, family, freedom, and community.

Faith, not in the empty slogans of corporate human resources departments, but in a higher purpose. Faith that grounds our moral order and has shaped the conscience of our country from the beginning. One can’t help but think of Matthew 15:8: “These people honor me with their lips, but their hearts are far from me.”

RELATED: Rainbow rebellion: How Christians can take back what Pride Month stole

rarrarorro via iStock/Getty Images

Family, the foundational institution that no government program can replace. It’s within the home that virtue is taught, character is formed, and citizens are raised.

Freedom, especially the freedom to speak the truth — even when it’s unpopular — and to live according to conscience without fear of cancellation or coercion. The most inclusive flag in the land is Old Glory.

And community — real, local, lived-in community — where Americans help each other not because of corporate campaigns, but because it’s the right thing to do.

We know better. These are the values that deserve celebration. These are the virtues that built this country. And if corporate America is finally pulling back from the cultural fray, maybe it’s time for all of us to recommit — not to branding campaigns, but to the timeless truths that made America strong in the first place.

Pride Month 2025 isn’t just about what’s changing on Madison Avenue. It’s about what’s possible on Main Street. Let’s use this moment not to divide but to unify — by celebrating what we’ve always had reason to be proud of.

Get All Your Shopping Done Now So You Don’t Have To Go Out Till Independence Day

If you care about the mental or spiritual health of children, don’t shop where pride is sold. Recognize that you are being used.

Trump state, Biden agenda: Wyoming gets played by green grifters



San Francisco and New York may be showcases for progressive, dystopian governance, but they lack one thing the left increasingly needs: land. That’s why green energy companies — backed by federal subsidies and environmental branding — are targeting rural America for industrial-scale wind and solar farms, along with carbon capture pipelines. Despite their eco-friendly image, these projects often scar the landscape and face strong local resistance.

Ironically, many of these initiatives move forward with the support of Republican officials who claimed to oppose Joe Biden but now embrace one of his signature policy goals. A recent example comes from Eastern Wyoming.

Salt-of-the-earth Wyoming landowners are expected to sacrifice their property so that global corporations can pay a premium to showcase their climate credentials to retail clients and investors.

Last Thursday, the State Board of Land Commissioners approved a 40-year lease of public lands in Converse and Niobrara Counties for two separate wind farm projects backed by foreign-owned companies. The board includes the governor, secretary of state, state auditor, state treasurer, and superintendent of public instruction.

Secretary of State Chuck Gray, the lone conservative among the Republican officials, cast the only dissenting vote on both projects. Most local residents opposed the wind farms, but their concerns were overruled.

The issue isn’t just that wind turbines are visually intrusive in a state where coal and natural gas remain abundant. It’s that they fail to serve as reliable infrastructure. Instead of contributing stable power, wind farms often operate as economic parasites — consuming massive resources to generate relatively little electricity.

Local officials have raised concerns about the large volumes of water required to operate these wind farms, but those objections have gone largely ignored.

In most cases, a power source earns public support by producing more value than it costs. But these wind farms don’t even power the local communities. The energy is being funneled into a new industry with a dystopian twist: investors want to use Eastern Wyoming’s land and water to produce carbon-offset hydrogen jet fuel — so global airlines can claim they’re “green.”

In the end, rural residents are being sacrificed in the name of questionable science and corporate virtue-signaling. Wyoming’s landscape and resources are being drained, not to meet local needs but to satisfy the environmental claims of distant corporations.

The first project, led by Sidewinder H2 LLC, will occupy roughly 120,000 acres about 10 miles west of Lusk. The second, smaller project, run by Pronghorn H2 LLC, will take up 46,000 acres 20 miles east of Casper. Both companies are based in Delaware but operate as subsidiaries of Acciona and Nordex Green Hydrogen — a joint venture between Spain’s Acciona and German wind turbine manufacturer Nordex.

On its U.S. venture page, Acciona calls for the “decarbonization” of America. The company criticizes the Paris climate agreement as insufficient and urges a rapid shift toward renewables. Its stated goal is to achieve “net zero” emissions by transforming the energy sector “without delay” and “decoupling from fossil fuels.”

So why, in a state Trump won by a landslide and at a time when he’s pledging to dismantle the “green new scam,” are Republicans handing over land to foreign energy firms that aim to shut down U.S. fossil fuel use?

Why are Republican leaders enabling green energy companies — many backed by subsidies from Biden’s climate agenda — to displace Wyoming’s natural resources and burden local landowners in the name of global “carbon offsets”?

The truth is Gov. Mark Gordon and his allies are violating the fundamental trust between state leadership and the people of Wyoming.

At a recent board meeting, Chuck Gray asked Paul Martin, president of Focus Clean Energy, why these companies couldn’t produce fuel “the good ol’ fashioned way” instead of eating up vast tracts of land. Martin’s response was striking.

“Those guys might want to tell the Targets of the world and different clients that they’re reducing their carbon footprint,” Martin said. “That means they’re willing to pay extra for a product that’s gone through this complex process.”

In other words, multigenerational, salt-of-the-earth Wyoming landowners are expected to sacrifice their property so that global corporations can pay a premium to showcase their climate credentials to retail clients and investors.

Yeah, right.

Landowners in conservative states are beginning to push back against green energy land-grabs, though legislative progress remains slow. The Arizona House recently passed a bill to ban wind and solar projects near residential neighborhoods. Lawmakers in Arkansas are weighing several proposals to restrict or prohibit such projects outright. Similar tensions have emerged in the Oklahoma legislature.

Still, no state has enacted a new law this session, although some counties have begun taking action at the local level.

In Wyoming, residents must make it clear: If corporations want to virtue-signal, they should do it on their own land in places like San Francisco or Los Angeles. To defend the open, free land that defines Wyoming, voters need to elect Republicans who actually represent those values — not politicians like Mark Gordon, who seems more at home in California than the Cowboy State.

Target faces lawsuit over DEI push — accused of misusing funds for 'political' goals



Target shareholders filed a class action lawsuit against the retailer on Friday, claiming that it misused funds "to serve political and social goals."

The legal action, led by the City of Riviera Beach Police Pension Fund, slammed Target for failing to disclose the risks of pushing diversity, equity, and inclusion initiatives that ultimately led to customer boycotts and a drop in stock prices — including a 22% dip on November 20.

'Advancing "racial equity" for its own sake, even if it was "provocative."'

In May 2023, Target faced intense pushback from consumers for creating a "Pride" section in its store locations that featured "tuck-friendly" bathing suits, LGBTQ onesies for babies, and other "gender fluid" merchandise.

The fallout prompted the retail giant to pull some of the products from its shelves and relocate the section to the rear of its stores but not before some customers called for a boycott.

By June 2023, JPMorgan Chase had downgraded Target's stock from a bullish "overweight" rating to "neutral," blaming the change on "recent company controversies."

Target admitted that the "negative reaction" to its controversial merchandise contributed to a decline in sales.

Brian Craig, a shareholder, sued the retail giant in August 2023, calling the blowback from its pro-LGBT products "disastrous." He noted that his stock was valued at roughly $35,000 before the initiatives and dropped to $29,000 afterward.

Craig accused Target of misusing investors' funds "to serve its divisive political and social goals — and ultimately lose billions."

A similar class action lawsuit was lodged on Friday against the company that, too, claimed Target misused funds to push a political agenda.

It claimed that the retailer misled shareholders into purchasing stock at "artificially inflated prices." The complaint accused the company of making fraudulent statements and failing to disclose the "known risks" of its DEI initiatives.

"This deceit, through misleading statements in the Company's public filings, including its 10-Ks and proxy statements, caused Target's investors to purchase Target stock at artificially inflated prices and to unknowingly support Target's Board and management in their misuse of investor funds to serve political and social goals," the complaint read.

"Target's chief diversity officer also indicated her personal commitment to advancing 'racial equity' for its own sake, even if it was 'provocative,' and singled out 'white women' for special obligations to this cause," the filing added.

Target did not respond to a request for comment from Reuters.

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Target’s Press Releases Show It’s Lying About Ditching DEI

The only steps taken by Target are for the express purpose of deceiving you. There’s no authentic change of heart.

Target struggles after ‘Bud Lighting’ itself



Analysts and “experts” must finally acknowledge that Target caused permanent damage to its brand when it began marketing LGBTQ products to children as part of its Pride Month promotion in mid-2023. Target’s ongoing financial struggles are not due to inflation, supply chain issues, or any of the other challenges that have not significantly impacted its competitors.

It is now evident that Target "Bud Lighted" itself. Much like that permanently damaged beer brand, Target bears a reputational stain that continues to repel customers. The retailer remains trapped in a dungeon of consumer rejection, unable to recover.

Working for a hyper-woke organization like Target is never easy.

Target released its latest earnings report for the quarter ending July 31, 2024 (the third quarter of its fiscal year) and once again delivered “unexpectedly” poor results. The company fell well short of analysts’ predictions, with same-store sales continuing to show a year-over-year decline from an already dismal prior-year quarter.

The results were catastrophic. Revenue and net income came in far below previously announced guidance, causing the stock to plummet more than 20% in a single day, hitting a new 52-week low. Even worse, Target was forced to revise its guidance for the remainder of the fiscal year. Bloomberg News reported, “Target Corp. trimmed its full-year earnings outlook after a flat sales quarter and a buildup in inventory hurt profitability.”

In simpler terms, Target’s persistent underperformance has rendered its previous budgets inoperable. Those forecasts assumed revenue from customers who are no longer shopping at Target. With these assumptions removed, it’s clear the lost customers are not coming back.

Meanwhile, Walmart is doing great. Its quarterly profit and revenue exceeded projections, prompting the retailer to raise its guidance for the future. Inflation and supply chain issues appear to have little impact on Walmart compared to Target. More realistically, many former Target shoppers are now spending their money at Walmart.

One key metric from the recent quarter speaks volumes: Walmart’s year-over-year same-store sales rose by 5.3%, while Target’s same-store sales fell 1.9%. Notably, Target’s decline comes on top of a depressed figure from the same quarter in 2023, the first to reflect consumer backlash against the company. Even worse, Target’s revenue has continued to decline in a high-inflation environment. A retailer typically needs at least 3% annual revenue growth just to match inflation. Adjusted for inflation, Target’s revenue decline is even more significant.

The table below shows annual revenue trends for Target and Walmart over recent years. Target saw solid growth until 2023, often outpacing Walmart. Since the consumer boycott began in May 2023, however, Target’s revenue has steadily declined, even when accounting for new store openings.

Some analysts are beginning to recognize the severity of Target’s continued decline, even after its initial revenue plunge in 2023. Neil Saunders, an analyst with Global Data, told CBS News, “Sales have virtually flatlined and have done so against the backdrop of a very poor prior year, and this has occurred during a quarter when multiple banner events — among them, back to school, Halloween, and deal weeks and days — should have helped to drive spending.”

Despite this, many analysts and business publications refuse to acknowledge the true reason for Target’s crisis. The retailer faces a growing boycott because it has embraced a deeply unpopular woke agenda.

In 2016, Target opened its women’s restrooms to men, a policy that remains publicly available on its website.

Target has also embraced a pro-criminal policy, with one California sheriff criticizing Target for stopping him from arresting shoplifters in the store. It is unconscionable that an employer would effectively require that its employees aid and abet criminal activity in its stores, but that is what happened at Target.

Working for a hyper-woke organization like Target is never easy. Recently, Blaze News reported that a North Dakota woman was fired from Target for displaying the words “Trust in Jesus” on her name tag. While employees were allowed to promote LGBTQ messaging on their name tags, promoting Christianity was not tolerated. Target later apologized and offered to rehire the woman, but only after the anti-Christian discrimination she faced drew widespread attention.

You might think Target would reflect on its sales collapse and the backlash to its hyper-woke agenda, but that hasn’t been the case. CEO Brian Cornell has firmly defended the company’s controversial policies. In a 2023 interview on CNBC’s “Squawk Box,” Cornell dismissed conservative backlash against Target, even likening it to the eruption of violence after George Floyd’s death.

Despite Target’s declining performance, Cornell received $19.2 million in compensation in 2023, up from $17.7 million in 2022. Regardless of how much he is paid, Target cannot afford for his leadership and its divisive policies to continue driving the company into the ground.

The good news? Walmart recently announced it was stepping back from the DEI agenda. To remain competitive, Target will likely need to abandon its alienating policies as well. If it doesn’t, Target risks following in the footsteps of Kmart and Sears, as consumers have already cast their vote on its woke objectives.

Target apologizes after employee was allegedly fired for signaling her Christian faith



Target has apologized and reportedly offered to reinstate a North Dakota employee who claims she was fired for writing "trust in Jesus" in marker on her name tag.

Target vows on its corporate site to "make decisions regarding employment opportunities, including hiring, promotion and advancement, without regard" to religious beliefs and states it wants a company "where all feel seen, heard and welcome."

Denise Kendrick of Fargo was seen and then made unwelcome on Nov. 16 by the DEI-captive organization.

Kendrick told KVLY-TV that a manager approached her and informed her that she "can't wear that name tag."

'I've seen people with rainbows on theirs.'

This came as a surprise to Kendrick because she had worn Christian-themed T-shirts for months to work allegedly without incident in the super-majority Christian state.

Kendrick noted in a video on her YouTube channel, "For several months, I had been wearing my red T-shirts that I ordered myself, my Christian red T-shirts, OK. I didn't wear the he/she/they/whatever T-shirts that Target supplied. I wore my own and never had any problem the whole entire time that I worked there."'

Besides an apparent absence of backlash from customers, Kendrick indicated that the "trust in Jesus" note was her equivalent to other employees' name-tag displays of belief and ideological affiliation.

"I replied, 'Well, I've seen people with rainbows on theirs. I’m going to continue to wear this name tag,'" Kendrick told KVLY. "And then they said, 'Well, you can't work here any more.'"

'The darker it gets, the brighter our lights should shine.'

According to Kendrick, when she asked for a written explanation detailing why exactly she was fired, the manager refused and instead provided her with a list of contact information pertaining to the company's dress code policy.

"They gave me this paper with all these phone numbers on it and said, 'If you have any questions about the violation of the dress code, just call one of these numbers,'" Kendrick told KVLY. "And he just kept repeating it, and we just kept going back and forth, and it was going nowhere."

The incident may have been triggered by the intolerance of a customer. Prior to her termination, Kendrick claimed she saw a visible member of the LGBT community, whom she served as cashier earlier in the day, communicating with the "HR lady."

On Tuesday, a spokesman said in a statement obtained by KVLY, "Upon learning of the situation, we conducted a review and determined that the team member should not have been terminated. We apologized to her and offered to reinstate her immediately."

"We are taking the appropriate steps to address the actions taken by the individual leader involved in this situation and are working with the store to ensure our policies are appropriately followed moving forward," added the spokesman.

Kendrick noted in a video on her YouTube channel, "Following Christ, you know, means taking up our cross every day and standing on the truth, guys. Now more than ever, OK, the darker it gets, the brighter our lights should shine."

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Sacramento threatens Target with fine for reporting rampant retail theft to police: Report



The Sacramento City Attorney's Office recently threatened to slap Target with an administrative fine for phoning police about a number of retail theft incidents, according to the Sacramento Bee.

The report stated that a source, who asked to remain anonymous out of fear of retaliation, claimed that the Target, located at 2505 Riverside Blvd in Land Park, was warned by city officials that it could face a public nuisance charge if it continues to report instances of theft. The news outlet noted that a law enforcement spokesperson confirmed the location.

'Victims are being threatened for even reporting crimes.'

The City Attorney's Office and the Sacramento Police Department told the Sacramento Bee that they were unaware of any litigation threats. City Attorney Susana Alcala Wood's office did not grant the Sacramento Bee's request for an interview.

In response to the alleged threats and similar actions across the state, lawmakers added an amendment to a retail theft bill, prohibiting authorities from making such threats.

During an assembly retail theft committee meeting, Alexander Gammelgard, president of the California Police Chiefs Association, stated that he was "surprised that anyone would ever attempt to make a nuisance case out of somebody calling to report a legitimate crime."

"I don't think there is a place for that," he added.

California Assembly GOP Leader James Gallagher told Fox News Digital, "[Governor Gavin] Newsom keeps insisting that reports of theft are dropping — well, now we know why. Not only are thieves let off without even a slap on the wrist, but now the victims are being threatened for even reporting crimes."

"Everyone can see that Newsom's pro-criminal policies are a failure — no matter how much his allies try to cover it up," Gallagher said.

Criminal defense attorney Nicole Castronovo blamed soft-on-crime policies for the increase in retail thefts in the area.

"Lawmakers have allowed smash and grab robberies to terrorize our cities. As a consequence, retailers are leaving major cities in droves — taking jobs with them," Castronovo told Fox News Digital.

"Now the government seeks to silence those retailers and, in turn, manufacturers lower crime rates," Castronovo continued. "No citizen should ever be penalized for lawfully calling upon its government for protection."

Land Parks neighbors have expressed their frustrations with the area's crime crisis.

Kristina Rogers, president of the Land Park Community Association, told KOVR last year regarding the Target location, "It's really disturbing and disheartening when you are standing there in line paying for things and someone is just walking out the door with a cart full of stuff."

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Target to stop accepting this type of payment next week



Target has announced plans to stop accepting a classic form of payment starting next week.

Target will no longer accept personal checks from customers starting on July 15.

To justify the decision, the massive nationwide retailer cited that shoppers rarely utilized the traditional payment method.

“Due to extremely low volumes, we’ll no longer accept personal checks starting July 15,” a representative for the company wrote in a statement, according to KTLA. “We have taken several measures to notify guests in advance to aid an easy and efficient checkout experience.”

The Target spokesperson attempted to calm the fears of check users by pointing out all of the forms of payment that the Minnesota-based retail behemoth does accept.

“Target is committed to creating an easy and convenient checkout experience, and that includes providing our guests with numerous ways to pay, including our new Target Circle Cards (formerly known as Target RedCard); cash; digital wallets; SNAP/EBT; buy now, pay later services; and credit and debit cards,” the spokesperson said.

Target's website notes that its stores do not accept the following payment options:

  • Foreign checks and currency: Target doesn’t accept currency or coins from foreign countries. However, depending on where the Target store is located, stores may be able to accept Canadian dollars or Mexican pesos. Target stores update exchange rates weekly.
  • Mall Certificates and Chamber Bucks: Exception - select stores accept payments using mall certificates or chamber bucks. Call your local store to find out if they are accepted.
  • Money orders and cashier's checks: Only accepted as payment on credit accounts
  • Business checks are not accepted.
  • Merchant gift cards (e.g., Disney), except Starbucks gift cards (which can be used at the in-store Starbucks registers)

The Federal Reserve has noticed that the use of personal checks has declined significantly in recent years. The Federal Reserve Payments Study – which collected data for the 2021 calendar year – discovered that checks used for payments declined at a rate of 7.2% per year since 2018, dropping to 11.2 billion in sales.

Despite the drop in the number of checks used, the value of checks increased from $1,908 in 2018 to $2,430 in 2021. The increase stems from fewer checks being written, but they were still used for higher-priced transactions such as rent and automobile purchases.

Accelerating the decline of personal checks was the COVID-19 pandemic, as more customers and businesses adopted contactless and digital payment methods.

Experts believe the use of personal checks will only continue to decline as more people utilize typical digital payments and up-and-coming cryptocurrencies.

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