Walmart faces social media backlash over “Pride Always Collection” for Pride Month

06/06/2024 / By Laura Harris

Walmart is under fire on social media following the launch of its new collection of LGBT-themed merchandise for Pride Month.

Walmart, in partnership with gay- and lesbian-owned companies, launched its “Pride Always Collection,” which features different products from clothing and hats to school supplies and pool floats on May 23. The collection has items available both online and in physical stores, while some products are only exclusive to online shopping.

“We couldn’t be prouder of this year’s LGBTQIA+ founders and designers,” Walmart announced on Instagram. “Today. Tomorrow. Always.”

A week after the Instagram post announcing the collection, the retail giant posted another video featuring the designers behind the collection discussing their favorite pieces with the caption: “Not just a slogan. #PrideAlways is a reminder to lead with love.”

However, the response from some shoppers was far from loving. A segment of its customer base quickly took to the comments section to voice their, disappointment, irritation and disgust.

“So tired of this nonsense. If anyone should have a month of honor it should be for our soldiers, our nurses, and police officers. People who actually are making a difference in this world,” one Instagram user wrote.

Another critic disapproved of the collection and linked it to broader societal issues.

“Walmart and Pride whatever it is, I hate all this because you glorify everything in this world except what God has created to be from the beginning, which is a family, man married to a woman and their children!!” The user went on to question why traditional family units are not given special recognition, but the LGBTQ community must be “glorified” for an entire month.

Additional comments included accusations of Walmart being “woke,” with one user sarcastically suggesting the store might soon sell Palestinian flags and abortion kits. “Gross. Pretty much all of this will end up on the clearance aisle,” predicted another detractor, anticipating a lack of consumer interest in the collection.

Furthermore, other users questioned the necessity of Pride Month itself, with one comment reading, “No one needs a month of this,” and another asking, “Why is this in my feed? I don’t want to be forced to accept your lifestyle.” Mockery of the perceived victimhood of the LGBTQ community was also present, with one user sarcastically stating, “A whole month. Yall [sic] are SO oppressed.”

Walmart should have learned from Target and Bud Light

Critics say Walmart should have learned from Target and beer manufacturer Anheuser-Busch InBev, the parent company of Bud Light, which faced significant declines in sales in 2023 due to controversial LGBTQ-related marketing campaigns.

On Aug. 16, Target, known for its advocacy of diversity and inclusion, reported a more than five percent drop in second-quarter sales after introducing LGBTQ-themed merchandise, including newborn onesies and rainbow socks for kids, in support of Pride Month. Target encountered backlash on two fronts: critics accused the company of pushing a “woke” agenda with its LGBTQ merchandise, while LGBTQ and human rights advocates criticized Target for not fully supporting the community after it removed some items from displays.

In that same month, the company’s CEO Brian Cornell told reporters that Target learned from the backlash. He added that the big-box retailer would be more thoughtful about merchandise decisions for heritage months that celebrate the achievements of marginalized groups. Cornell also recounted that seeing what staffers had endured at the height of the backlash against Target was “gut-wrenching.” (Related: Target DOWNSIZES LGBT Pride products after last year’s backlash.)

Similarly, Bud Light, which also showed support for the LGBTQ community, saw a steep drop in sales after conservatives condemned its collaboration with transgender influencer Dylan Mulvaney. The controversy led to calls for a boycott of Bud Light, but in response to that, Anheuser-Busch fired executives involved in the partnership.

Watch Tim Pool’s commentary about Target losing $9 billion as a result of the Pride merchandise backlash in the clip below.

This video is from the SecureLife channel on Brighteon.com.