What happened: Conservative social media users are falsely claiming that Target replaced its controversial LGBT collection for Pride Month (June) with a collection celebrating “America First” policy.
Context: Target has been under political pressure for its diversity, equity, and inclusion (DEI) initiatives, and has drawn criticism for its promotion of LGBT-themed clothing and accessories. In January 2025, Target announced that it would end its DEI initiatives, and the retail chain has pulled some LGBT-oriented merchandise from a number of its stores.
A closer look: Against this backdrop, some conservative commentators have been pushing the claim that Target has replaced its Pride collection with one celebrating President Trump’s “America First” agenda.
On June 2, convicted and pardoned Jan. 6 rioter Derrick Evans posted a picture of an American-themed display in a Target store and stated, “BREAKING: Target OPTS OUT of Pride month & replaced its Pride collection with an American First Summer display.” The post garnered 1.2 million views and 56,000 likes in two days.
Pro-Trump X user @JDunlap1974 posted the same photo and caption, and added, “WINNING!!” The post received 12,200 views and 750 likes in two days.
Actually: Target did not “opt out” of Pride Month. And its patriotic-themed displays are part of a usual Fourth of July promotion and are not labeled “America First.”
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