54°
A faith-based boycott of Target began on Wednesday, Mar. 5, which is also the first day of Lent. The "Target Fast" opposes the retail giant's rollback of diversity, equity, and inclusion (DEI) initiatives in the wake of President Donald Trump's return to office.
Atlanta pastor Dr. Jamal Bryant organized the boycott, calling for Black consumers especially to wield their economic power.
"Black people spend on average $12 million a day in Target, so with that large of a consumption pie, we need to be treated with a great decibel of respect," he said to Fox 5 Atlanta.
The leader of Atlanta's New Birth Missionary Baptist Church has urged 100,000 people to stop shopping at Target through Thursday, Apr. 17. Dr. Bryant has also asked boycotters to sell their stock holdings in the company during the 40 days of Lent.
Target's stock has already fallen significantly in 2025 from its yearly high of $142.50 a share on Monday, Jan. 27, to around $115 as of press time. The decline came shortly after Target announced it was rolling back its DEI initiatives, which Trump has continually attacked.
The boycott organizers said Target is among the major corporations who have "chosen the path of compromise" with the Trump administration.
"These rollbacks represent more than just corporate decisions; they reflect a deeper erosion of the moral and ethical commitments necessary to build a just society," the movement's website said. "As people of faith, we cannot be silent. We are called to resist systems that perpetuate exclusion and inequity."
Target first launched DEI initiatives in 2020 after the police murder of George Floyd in Minneapolis, which is also home to the retailer. In 2021, the company pledged $2 billion to Black-owned businesses, implemented programs to help Black employees advance their careers, and aimed to improve the shopping experience for Black customers.
In January, Target said it would phase out those commitments, sparking widespread criticism. The retailer claimed the initiatives were always intended to be temporary and part of a broader business strategy.
Fourth-quarter net sales fell three percent, Target said in its quarterly report on Tuesday, Mar. 4. Target also admitted it saw a "small decline" in February sales.
Chief financial officer Jim Lee blamed that decline on cold weather and plummeting consumer confidence.
"Looking ahead, we expect to see a moderation in this trend as apparel sales respond to warmer weather around the country, and consumers turn to Target for upcoming seasonal moments such as the Easter holiday," said Lee. "We will continue to monitor these trends and will remain appropriately cautious with our expectations for the year ahead."
Pride products sold at Target in 2023.
CEO Brian Cornell also warned that Trump's tariff wars with Canada, Mexico, and China could make price hikes imminent, especially for fruits and vegetables.
"Those are categories where we'll try to protect pricing, but the consumer will likely see price increases over the next couple of days," he said to CNBC.
Target was one of many retailers boycotted during a "24-hour economic blackout" on Friday, Feb. 28. Retail analytics firm Placer.ai said Target's store traffic dropped 11 percent on the day of the blackout, Forbes reported.
Experts note that grassroots boycotts typically have limited long-term financial impact but can harm a company's reputation.
"Saying you're going to boycott something does feel like you're casting a vote that you hope makes a difference down the road," Northwestern University management professor Brayden King said to USA Today.
The "Target Fast" organizers are calling on the company to honor its Black business pledge and reinstate its DEI programs. The group is also asking Target to deposit $250 million into one of 23 Black-owned banks and establish retail training centers at 10 historically Black colleges and universities.
After the fast, the organizers plan to collect economic impact data and seek a meeting with Target's board before the retailer's annual shareholder meeting on Thursday, June 12.
Click here to follow Daily Voice Sinking Spring and receive free news updates.
