Target may have rattled LGBT consumers when it was revealed that the chain’s management donated money to a PAC that supported anti-gay candidates a few years ago, but the popular retailer has also been catering to LGBT shoppers in a big way (remember those t-shirts?). Most recently, Target introduced a line of gay greeting cards.
Since the middle of June, the cards have been hitting the racks under the headings “For two special women” and “For two special men.” Created by Carlton Cards, a division of American Greetings, the cards can be used for everything from anniversaries to big gay weddings.
“Target is focused on diversity and inclusivity,” Target spokeswoman Molly Snyder recently told the Star-Tribune. The retailer is also a major sponsor of the Pride festivities in its home base of Minneapolis, and regularly scores high on HRC’s Corporate Equality Index.
Turns out gay-themed cards can mean big business. There have been a few boutique companies that have been making cards for the LGBT community for years – even card giant Hallmark has been offering cards for same-sex couples since 2008.
And there’s a reason for this.
According to Witeck-Combs Communications, LGBT consumers have serious purchasing power – to the tune of $790 billion (or almost $50,000 per adult). It’s no wonder why so many companies like Target are courting the community, even if it means risking alienating outspoken conservatives. When Target released its line of pro-gay tees earlier this summer to raise money for groups working to defeat the marriage ban, opponents warned they would boycott the store.
But hey, it worked for J.C. Penney when they hired Ellen DeGeneres as its spokesperson. The backlash against the backlash gave the retailer more news for its relaunch than they could have ever hoped from the run-of-the-mill ad campaign.
Wonder if there’s a card for that?