Target Sees 11th Week of Declining Foot Traffic After Pullback on DEI Initiatives

MINNEAPOLIS — Target faces mounting consumer backlash and its 11th consecutive week of declining foot traffic after the retail giant scaled back its diversity, equity, and inclusion (DEI) efforts earlier this year.

According to new data from analytics firm Placer.ai, visits to Target stores fell 4.7% year-over-year for the week beginning April 7. The ongoing decline began shortly after the company announced in January that it would eliminate hiring goals for underrepresented groups, disband its racial justice executive committee, and end several internal DEI programs.

The response from consumers and community leaders has been swift and sustained. A 40-day boycott led by Black clergy launched during the Lenten season drew more than 200,000 participants nationwide. Although the campaign officially ended on Easter, organizers have stated the protest will continue until Target reinstates its previous commitments to equity and inclusion.

“Target’s about-face on DEI is a betrayal to communities that helped build its brand,” said Rev. Jamal Bryant, one of the leaders behind the boycott. “You can’t profit from diversity and walk away from the responsibility it brings.”

In contrast, Costco, which has publicly resisted calls to end its DEI programs, reported its 16th straight week of increased store traffic. The warehouse retailer’s stance has drawn praise from equity advocates and appears to be resonating with consumers.

Other large retailers that have reduced DEI efforts, including Walmart and McDonald’s, did not see the same dip in foot traffic last week, with both companies experiencing year-over-year increases of 2.7% and 4.5%, respectively.

On April 17, Target CEO Brian Cornell met with civil rights leader Rev. Al Sharpton in what both parties described as a “constructive and candid” conversation. However, no policy changes were announced following the meeting.

Target has remained silent on the continued decline in foot traffic and has not commented on the Placer.ai findings.

Meanwhile, a much-anticipated collaboration with fashion brand Kate Spade New York launched on April 12. Analysts say the release could offer a modest boost, but early data suggests it has yet to reverse the broader trend.

Despite marketing efforts and public engagement, the company continues to face criticism on its social media platforms. A recent Instagram post promoting spring merchandise was met with negative comments referencing the DEI rollback.

With no official reversal in sight, Target’s struggles underscore the growing importance of corporate values in consumer behavior — and the potential consequences when those values shift.