Tabitha Brown Says Business Took ‘Major Hit’ After Target DEI Rollback Boycotts
Tabitha Brown revealed that she took a “major hit” after consumers boycotted Target for ending its DEI initiatives. Brown sold lines of home decor, hair care, and other products via Target.
In January, Target announced that he company said it will end its three-year DEI goals, concluding its Racial Equity Action and Change (REACH) initiatives in 2025 and ending a program focused on carrying more products from Black- or minority-owned businesses.
Target Boycott affecting Black Businsesses
When the boycott was announced, Brown said she understands the desire for Black communities to boycott the retailer, but emphasizes that so many people will be affected. “Our sales will be hurt; and if anyone knows business, it doesn’t just happen overnight,” she says. This became a reality as she told Black Enterprise that “My Donna’s Recipe hair care line has taken a major hit because of, you know, Target.”
Melissa Butler, founder and CEO of The Lip Bar, shared that sales have declined by 30% since the boycott of Target began earlier this year.
In a video posted on social media, Butler revealed that The Lip Bar’s sales at Target have taken a hit “I’m like, yeah, our sales are down 30, 40%. Like that’s exactly what we thought was going to happen.”
Butler called on consumers to support Black-owned businesses through other channels, including buying from them directly.
Target Boycotts
Pastor Jamal Bryant called for a 40-day boycott against the retailer, which began on Wednesday, March 4. The movement spanned cities including Atlanta, Houston, Jacksonville, Florida, and Alexandria, Virginia. The “Target Fast” coincided with Lent, when some Christians observe fasting.
Target’s foot traffic fell for the ninth consecutive week amidst its 40-day boycott. The company’s traffic started to plummet in the first week after it shared that it was rolling back its DEI efforts. Bryant urged consumers to continue boycotting the retailer, as Target has only partially fulfilled one of the four requests outlined in the Target Fast campaign to meet its $2 billion commitment to Black businesses.
We had four asks and only walked away with one thing. I want to tell you what that one thing is. Target has agreed that by July the 31st they will complete the pledge of $2 billion for black business,” he told The Christian Post.
Image: Clover
