Target is feeling the heat after walking away from its diversity, equity, and inclusion (DEI) program, and shoppers may be responding with their feet.
For the eighth week in a row, foot traffic at Target stores has fallen, according to new data from Placer.ai. During the week starting March 17, visits dropped by 5.7% compared to the same time last year. That follows a 7.1% drop the week before and brings the average decline over the past two months to 6.2%.
The downward trend began shortly after the company ended its DEI program in late January, a move that drew criticism, especially given Target’s past vocal support of racial and social justice efforts and multi-billion dollar pledge.
Executives had hoped Easter shopping would provide a bounce. On a March 4 earnings call, the company expressed confidence in its seasonal product lineup helping turn things around. But so far, the hoped-for Easter boost isn’t showing up in the numbers, according to Retail Brew.
A key reason might be a boycott organized by a coalition of Black clergy, calling on shoppers to avoid Target during Lent as a protest against the DEI rollback. More than 150,000 people have joined the effort, well above the original goal of 100,000. The boycott is scheduled to end on Easter Sunday.
While Target hasn’t publicly commented on the drop in store visits, the contrast with competitors is striking. At Costco, which kept its DEI commitments despite pressure from the Trump administration, foot traffic continues to climb. For the same week starting March 17, visits to Costco rose 5.2% year over year, extending its winning streak to 13 straight weeks.
Target isn’t the only company to back away from DEI under political pressure, but its visible history of promoting inclusion may be why it’s facing more pushback than most. The boycott, paired with slipping sales and foot traffic, is a sign that customers are watching and responding.
