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Black entrepreneurs and influencers are urging consumers to reconsider a mooted boycott of Target over its anti-DEI stance, warning that it could negatively impact minority-owned brands that rely on the retailer for sales and visibility.
The retailer recently announced it would end its diversity, equity, and inclusion (DEI) initiatives, prompting calls for a boycott from advocacy group We Are Somebody and a Minneapolis city council member. Critics argue that the decision represents a retreat from commitments to racial and social equity.
Black-owned businesses that sell products at Target aren’t so sure about that move, however, fearing that they will suffer more than the retailer if consumers withdraw their support.
Actress Tabitha Brown, whose kitchenware line is sold at Target, urged followers on Instagram to remain strategic in their response. “If we all decide to boycott ... so many of us will be affected and our sales will drop — our businesses will be hurt,” she said.
Call for strategic spending
The issue is that Target had previously pledged to invest more than $2 billion in Black-owned businesses by 2025 and to feature over 500 Black-owned brands in its stores. The company has stated it remains on track to meet these goals, despite rolling back internal DEI policies.
April Showers (yep), CEO of toy and apparel brand Afro Unicorn, which has been stocked at Target since 2022, emphasized that purchasing Black-owned products in Target stores remains the best way to support these businesses.
“Target is about money,” Showers said. “Target is not going to remove any of our products if they're performing well, so we're saying be strategic with your dollar.”
Any boycott could reduce the exposure and shelf space available to Black brands, potentially leading to their removal from Target’s nearly 2,000 stores.
“If you don't buy our products in Target, they will cancel us from their shelves and make us buy back the products they already purchased from us,” doll brand Beautiful Curly Me stated on Instagram.
Some boycott supporters advocate for purchasing directly from Black-owned brand websites. However, business owners argue that retail partnerships with major chains like Target provide crucial visibility and expansion opportunities that online sales alone cannot match.
“We have dolls on our website, but having your dolls in mass retail stores gives you a different kind of visibility to millions and really helps us expand,” Beautiful Curly Me said.
Backlash against DEI rollbacks
Target’s decision follows a broader corporate trend of scaling back DEI initiatives. Walmart, Meta, and McDonald’s have similarly reduced such programs amid a shifting political climate, Supreme Court rulings against affirmative action, and conservative opposition to diversity policies.
DEI initiatives gained traction following the Black Lives Matter protests and George Floyd’s killing in 2020. Target implemented measures to support minority employees, diversify suppliers, and create a more inclusive shopping environment. Critics argue that by rolling back those commitments, Target risks alienating a younger, more diverse consumer base.
Brand consultant Tamala Barksdale described the move as “a break in trust” between Target and customers who supported its DEI efforts. “Target's initiatives attracted a loyal audience who believed in its commitment to diversity. Backtracking on those promises sends the wrong message,” Barksdale said.
Despite the controversy, Target’s website continues to highlight Black-owned beauty and personal care brands ahead of Black History Month, including actress Tracee Ellis Ross’ Pattern haircare line and Gabrielle Union-Wade’s Proudly baby products.
With tensions mounting, Black business owners remain focused on ensuring their brands continue to thrive within Target’s retail ecosystem. “The best way to support Black-owned brands is to buy our products,” Showers said. “A boycott won’t help us grow.”
