Target’s Foot Traffic Falls For 9th Consecutive Week During 40-Day Boycott

Target’s foot traffic has fallen for the ninth consecutive week amidst its 40-day boycott, as stated by Retail Brew. The company’s traffic started to plummet in the first whole week after it shared that it was rolling back its DEI efforts.

In March, the retailer announced that it would end its DEI programs, including its Racial Equity Action and Change (REACH) initiative and a program focused on carrying more products from Black—or minority-owned businesses.

Target’s chief community impact and equity officer, Kiera Fernandez, sent a memo to staff stating, “Many years of data, insights, listening, and learning have been shaping this next chapter in our strategy.”

40 Day boycott from Target

Target’s decrease in foot traffic occurs during a nationwide boycott by the retailer. Over 100,000 people pledged to boycott Target for 40 days to protest the company’s rollback of DEI initiatives.

The boycott, which began on Wednesday, March 4, was organized by Pastor Jamal Bryant. The movement spans cities including Atlanta, Houston, Jacksonville, Florida, and Alexandria, Virginia. The “Target Fast” co-occurs with Lent, when some Christians commit to fasting, and will be the latest boycott against one of the biggest retail companies in the US.

A different story for Costco

While Target is experiencing a foot traffic loss, Costco has steadily increased. During the beginning of the week of March 17, traffic increased 5.2% YoY, highlighting the 13th week of consecutive growth over last year. In January, a proposal from a shareholder put forward by a conservative think tank challenged Costco to evaluate and openly share the harm linked with its DEI policies and goals.

The proposal stated that the firm DEI’s plans present financial, reputational, and litigation threats that could negatively affect shareholders. However, the company stood firm on its diversity, equity, and inclusion (DEI) commitments.

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