Target, a prominent retailer, is currently embroiled in controversy due to its Christmas ornaments collection, which has sparked backlash from conservative groups. This criticism comes in the wake of previous incidents where Target faced boycotts and store closures related to its support of LGBTQ+ rights and transgender-friendly products.

The specific cause of the recent outcry is Target’s diverse range of Christmas decorations, notably featuring Santas of various ethnicities in wheelchairs and a toy soldier ornament carrying the LGBTQ+ Pride flag and wearing a rainbow hat. This inclusivity in their holiday decorations aligns with Target’s broader approach to embracing diversity, which has consistently attracted both support and criticism.

The retailer’s history with such controversies includes a significant backlash earlier in the year for supporting Pride Month. During this period, Target offered merchandise such as T-shirts with slogans supporting transgender people and onesies in Pride colors. This led to boycotts and, in extreme cases, bomb threats and assaults on staff, prompting Target to temporarily close some stores for the safety and wellbeing of their team members. The company also reviewed and removed certain products from its shelves, particularly those targeting children and transgender-friendly swimwear.

Additionally, Target faced criticism in August for stocking a children’s book titled “Bye Bye, Binary” by Eric Geron. The book discusses a newborn baby who rejects traditional gender binaries in favor of self-expression. The term “nonbinary” refers to individuals who do not identify strictly as male or female. While some people condemned the book and Target’s decision to sell it, others praised it, leaving positive reviews on Target’s website.

The company’s response to these incidents reflects its commitment to the LGBTQIA+ community. Following the Pride month controversy, Target spokesperson Kayla Castaneda reaffirmed the company’s ongoing support for LGBTQIA+ rights, indicating a willingness to continue celebrating Pride Month and supporting the community throughout the year.

This pattern of backlash against Target is part of a larger trend where several corporations have faced boycotts due to their inclusive or “woke” policies. Notable examples in 2023 include Bud Light, Hershey’s, and even Fox News, all of which experienced calls for boycotts over collaborations or support extended to LGBTQ+ people.

Public reaction to Target’s latest Christmas ornaments is mixed, with some criticizing the company for what they see as excessive political correctness or “wokeness,” while others defend the inclusivity and dismiss the outrage as overblown. Comments on social media reflect these divided opinions, with some users expressing disbelief and frustration at Target’s choices, while others ridicule the controversy, pointing out the fictional nature of characters like Santa and Dracula and the absurdity of being outraged over them.