One of America’s retailers, Target, is busy with a plan to win back its consumers. Many retailers have been experiencing a lot of difficulties over the past few months, specifically this retailer. Consumers made a bold decision to go on a boycott to highlight their stand against the retailer’s Diversity, Equity, and Inclusion (DEI) initiatives.
The story behind the boycott of consumers
The retailer, Target, quietly rolled out a controversial product with the end goal of luring back consumers. The retailer’s recent strategy signals a significant shift in the company’s efforts to regain consumer trust. It is safe to say that this year was highlighted by extreme struggle for many retailers. But for Target, this was perhaps even more so.
There have been several challenges that the retailer has made public that it is trying to overcome. Some of these challenges Target has in common with other retailers include a harsh economic climate, changes in consumer behavior, high labor costs, inflation, and aggressive competition.
However, the retailer encountered unique obstacles in 2025 and has since fought to turn things around for the company. One of the obstacles for the retail giant was consumer backlash because of how it handled the company’s Diversity, Equity, and Inclusion (DEI) initiatives and Pride products. Patricia Battle wrote for TheStreet in January of this year, stating that Target “ignited a firestorm when it boldly decided to cut back its diversity, equity, and inclusion (DEI) policies.”
The company’s DEI policies aim to enhance the opportunities within workplaces, for people of various backgrounds. Therefore, when Target’s made the decision to cut these initiatives, it also included the company’s withdrawal of its participation in the Human Rights Campaign survey, which tracks LGBTQ+ corporate policies and practices. This significant decision backfired, and Target encountered several boycott threats from frustrated consumers. As a result of this, the company’s sales declined, and the foot traffic in stores decreased.
Target’s strategy to win back consumers
Now, to attract more consumers to the stores, the retailer is implementing a massive move. Target is quietly rolling out THC, which is some kind of marijuana, drinks in some of the company’s liquor stores. According to the CBS News, Target commenced testing the sale of THC beverages at selected Target liquor stores in Minnesota, first.
One of the retailer’s spokespersons said that “At Target, we’re always exploring new ways to meet our guests’ evolving preferences and needs.” Although Target is not the first retailer to include THC-infused drinks in the company’s offering, it is without a doubt the first retailer of its size to enter the space. The company is one of the largest retailers in the United States, where it is known to serve more than 30 million consumers across 1,989 of its stores. Target’s involvement in cannabis, which many other national chains have largely avoided, highlights a massive milestone for the industry.
The impact of this new move for the retailer
The retailer is now offering THC beverages in the company’s liquor stores that are located within the respective Target stores. However, it is important to highlight the fact that these are stores that have their own entrance. Also, consumers must be 21 year or older to be able to purchase these beverages. Another essential aspect to point out is the fact that the THC content is capped at 5 milligrams per serving. The company’s THC beverage sales are massive milestone for the cannabis industry.
Some of the big retailers that sell THC products include:
- Total Wine & More
- Veterans of Foreign Wars (VFW)
- Circle-K
Jake Bullock, who is the Chief Executive Officer (CEO) of Cann, which is a THC beverage company, told Bloomberg that “the first step to getting broad adoption of THC-infused drinks.” Cann’s drinks are now available for purchase in some of the stores across Minneapolis.