Target is scaling down its LGBT Pride month offerings in response to the significant backlash over last year’s collection, which led to a sharp decline in sales.

The retail giant will now stock its LGBT-themed products only in select stores and online at Target.com, tailoring its inventory to areas with a history of positive sales performance. “We’re offering a collection that includes adult apparel along with home and food and beverage items, selected based on consumer feedback,” a Target fact sheet stated.

In response to last summer’s controversy, which saw Target facing boycotts for selling LGBT Pride items, including transgender-specific swimwear and children’s products from a company associated with Satanist-inspired designs, the retailer has decided to modify its strategy. These items had previously sparked boycotts and even confrontations in store aisles, with some customers toppling displays in protest.

The backlash was intense enough that Target experienced a dramatic drop in its stock value, erasing billions in market worth as conservatives rallied against the company’s Pride merchandise. This included a swimsuit designed to be “tuck-friendly,” catering to transgender customers, which became a focal point of the outrage.

Additionally, Target faced criticism for partnering with Abprallen, a London-based designer brand known for its Satanist leanings and merchandise glorifying violence against those labeled as “transphobes.” The partnership was known to Target, as confirmed by the brand’s designer via social media.

This year, while Target will reduce its in-store Pride collection, the company will continue to participate in LGBT Pride activities, including events in Minneapolis, where its headquarters is located, and will make donations to various left-leaning LGBT activist groups.

Meanwhile, the retailer’s cautionary tale parallels that of Bud Light, which also faced a conservative-led boycott after an ad campaign featuring transgender influencer Dylan Mulvaney. Despite attempts to regain conservative support through partnerships with the Ultimate Fighting Championship and endorsements from celebrities like Kid Rock, Bud Light’s sales have continued to struggle into the first quarter of 2024.

Even as former President Donald Trump has called for an end to the prolonged Bud Light boycott, claiming the brand deserves a “second chance,” the beverage giant is still working to restore its standing among conservative consumers.