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By Jasmine Laws
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Target has logged 10 consecutive weeks of falling in-store traffic, which began shortly after the retailer rolled back its diversity, equity and inclusion (DEI) initiatives.
The prolonged decline in foot traffic coincides with an organized boycott led by People's Union USA, a grassroots group.
Newsweek has contacted the Target press office via email for comment.
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Why It Matters
In January, President Donald Trump issued an executive order to dismantle DEI initiatives in the federal government, which he described as "radical" and "wasteful."
Soon after, Target announced that it would discontinue its DEI programs, sparking backlash from advocacy groups and prompting critical social media campaigns.
Target is one of several major corporations facing nationwide boycotts after rolling back DEI initiatives, and the effects of the campaigns appear to be more than symbolic.
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What To Know
For the week beginning March 31, Target's store traffic was down 7.9 percent year over year, according to the foot traffic software site Placer.ai. That was after a 43 percent increase in store visits in the previous 10 months leading up to December 2024.
In the previous week in March, which included Target's seasonal Circle Week sale, typically a traffic driver, the company saw a 3.8 decline in foot traffic from the year before, according to the retail news outlet Retail Brew.
Comparing data from March 2024 and February 2025, a decline in foot traffic was found in every state, except West Virginia, which was the only state that had an increase in Target store visits, Placer.ai data showed.
Additionally, Target's stock (TGT) price hit a five-year low, opening at $94 on April 14. At the end of January, the price reached $142.
Reverend Jamal Bryant, a Georgia pastor, was among those who called for a 40-day boycott timed to coincide with Lent, traditionally a period of sacrifice leading up to Easter.
The campaign urged consumers to shop elsewhere, criticizing Target's retreat from its prior DEI commitments.
What People Are Saying
John Schwarz, who founded the People's Union USA, in a video promoting the February 28 boycott: "For decades, they have told us that we are powerless, that we have no control, and that this system is too big, too strong, too unshakable. We are going to remind them who has the power. For one day, we turn it off. For one day, we shut it down. For one day, we remind them that this country does not belong to the elite, it belongs to the people, and this will work."
Activist organization We Are Somebody, on X, formerly Twitter, on April 14: "We are still boycotting Target due to them bending to bigotry by eroding their DEI programs. We are maintaining our boycott until they reinstate these programs. Target stock has gone down and their projections remain flat. DEI was good for business. Do the right thing."
Nina Turner, a senior fellow at The Institute on Race Power and Political Economy, The New School, New York, on X in February: "Boycotts are effective. Boycotts must have a demand. We are boycotting Target because they bent to bigotry. Target's foot traffic is down 10% since we called for a boycott. We will continue to boycott until our demands are met. We will keep organizing."
People's Union USA founder John Schwarz previously told Newsweek: "Our mission is simple. We want these corporations to start paying their fair share of taxes so the American people can finally be relieved of the burden of federal income tax.
"We're also calling for real equality, across the board, without question. This boycott is about showing them that we are the economy. We fund their success. And we can shift our money to local businesses or simply choose not to shop at all, anytime we want. If they want our dollars, they need to start respecting the people who keep them in business."
What Happens Next
Further boycotts of Target are expected this spring, with one planned for June 3 to 9.
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