Target is toning down Pride merch this year

Target has revealed that its Pride Month merchandise will only be available in select stores this June.

The retail giant has said it will choose which stores to stock Pride merchandise based on historical sales data.

It will mean that around half of Target's 2,000 stores across the United States will stock the merchandise. Also, the retailer added that it is only selling adult sizes of clothing and apparel.

Target intends to sell its full range of Pride products will be available online.

Last year, the retailer faced a public backlash both online and in stores after opposition to its LGBTQ themed products 'went viral'. Some changes to the product line were made last year, mid-season, amidst the backlash.

The furor last year followed the Bud Light controversy which saw US conservatives boycott the beer brand as an advertisement involving Dylan Mulvaney became a focal point of the so-called 'culture war'.

A Target spokesperson, quoted in multiple media reports, said: "Target is committed to supporting the LGBTQIA+ community during Pride Month and year-round."

Whilst adding: "Most importantly, 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.”