Target Store Miami

Anti-gay hate group American Family Association claims that their boycott of Target stores is having an impact on Target’s sales. The company says otherwise. AFA sent out an email this afternoon titled “Target sales drop, stock loses $10B since boycott started.

In the email AFA cites a piece in Fortune titled “Target Says Boycotts Over Bathroom Policy Not Hurting Sales.” According to the article:

Target reported a disappointing set of first-quarter results on Wednesday [May 18] and warned investors to expect a slight drop in business in the current quarter.

The discount retailer pointed to many factors pinching sales, damp and cool weather in parts of the company and skittish consumers, among them.

But one thing not hitting sales is the purported boycott of Target by many customers offended by the company’s announcement last month that it would allow transgender customers and employees to use the bathroom in its stores that aligns with their identity. That came soon after a controversial law in North Carolina was passed about the use of bathrooms.

But according to Tim Wildmon, leader of the hate group:

Did you hear that? When asked about over 1.25 million people who are boycotting his store he shrugs it off and uses the word “handful.”

Don’t let Target’s arrogance fool you. We are having an impact and the boycott is making a difference.

The intended inference is that these are actual Target customers. We have no idea how many of these people have ever shopped at target. Nor do we know how much shopping at Target these folks intended to do. We don’t even know how many of these supposed signatures are real. We also don’t know if these are firm commitments. If someone wants a flat screen and Target has the best price will their boycott pledge hold?

Moreover, we don’t know to what extent Target’s policy has attracted new customers. The drop in Target stock is attributable to disappointing revenues in the fiscal quarter ended April 30 and a weakened outlook for the next quarter ending July 31.

Historically, AFA has failed to accomplish anything with their boycotts of, for example, Disney, Ford and Home Depot. Not surprisingly, this email ends:

If our mission resonates with you, please consider supporting our work financially with a tax-deductible donation. The easiest way to do that is through online giving. It is easy to use, and most of all, it is secure.

By David Cary Hart

Retired CEO. Formerly a W.E. Deming-trained quality-management consultant. Now just a cranky Jewish queer. Gay cis. He/Him/His.