Celebrate Christmas Once More: Target's Revamped Displays Indicate DEI Transformation
It seems like we're discussing the return of "Merry Christmas" in Target's holiday decorations, and the implications of this change.
In the ongoing diversity, equity, and inclusion (DEI) transformation in corporate America, retail giant Target appears to have tweaked its holiday approach.
Recently, some users @BritHugoboom and @MariaLeaf shared photos of Target's in-store holiday decorations on their social feeds. Interestingly, this year, the phrase "Happy Holidays" wasn't the main focus. Instead, the banner read "Merry Christmas."
Previously, during the holiday shopping season, retailers, including Target, switched from "Merry Christmas" to a broader, more inclusive term: "Happy Holidays." This shift was widely adopted across major U.S. retailers, even seeping into casual greetings between colleagues and clients, as well as cable news networks. Some even labeled this change as "The War on Christmas."
This past weekend, I went to my local Target in Trumbull, Connecticut, to witness this "Merry Christmas" for myself. The change in signage was simple but striking for me, as I was used to seeing "Happy Holidays." However, "Merry Christmas" was prominently displayed throughout the store, not just on one sign.
Target's Changes in Pride Merchandise
Target made some adjustments to its Pride-themed merchandise in 2023, following anti-LGBT+ threats against the company and its employees. This included confrontations, Pride displays being knocked down, and viral social media posts. Some attributed the drop in Target's quarterly sales during that period to the "strong reaction" to their Pride support.
Then, in 2024, Target took a more proactive approach, revealing its strategy for Pride. They decided to sell Pride-themed "adult apparel" in select stores, based on historical sales performance. However, this move angered some, and notably, voices of displeasure were heard.
The Balance Act
The question remains: Can companies strike a balance to please everyone when it comes to DEI and inclusivity?
The Future
As DEI rhetoric intensified in 2024, a major turning point arrived with the November 4 election results and President Trump's victory. Companies across the U.S., regardless of size, started eliminating, scaling back, and renaming DEI initiatives. This change led to a significant number of DEI professionals losing their jobs in both public and private sectors.
This trend marks a drastic shift in corporate interest, consumer behavior, and public demand, just a few years after it was initially popular. The headlines announce this shift seemingly unavoidable.
This moment signifies a pivotal point in the next four years, shedding light on potential pushback towards changes affecting specific groups and the question of whether companies have reached their limits of being everything to everyone.
Will companies redirect their DEI focus towards other areas, such as accessibility and veterans? Or will there be a desire for more inclusive language?
On the platform where public sentiments flow freely, social media—or the digital town square—will the groups who are no longer being included hold these companies accountable? Or will the numbers paint a different picture of power and privilege?
Or perhaps... no one will notice at all.
- Amidst the discussions surrounding the political landscape in 2024, former President Donald Trump's victory marked a significant shift in corporate America, leading to the elimination, scaling back, and renaming of DEI initiatives in many companies, including Target.
- Despite the controversy surrounding their Pride merchandise in the past, Target continued to celebrate diversity by prominently displaying "Merry Christmas" in their holiday decorations that year, possibly aiming to honor various holidays and celebrate the festive season with a more traditional greeting.
- During the same year, Doug Melville, Target's vice president of social responsibility and advocacy, announced the company's stance on PRIDE matters by revealing their strategy for selling Pride-themed "adult apparel" in select stores, emphasizing their commitment to inclusivity, even in the face of opposition.
