Target Fumbled the Bag: $12.4 Billion Lost as Black Consumers Push Back
Let’s talk about it. Target is losing BIG—$12.4 billion to be exact—and if you ask me, they did it to themselves. As a Black woman, a business owner, and a proud Detroiter, I can’t help but shake my head at how corporations continue to use us when it’s convenient, then toss us aside when pressure hits.
Why Were Black-Owned Products Discounted?
I don’t know about y’all, but when I walk into Target, I pay attention. So when I started seeing Black-owned brands on sale left and right—while other products stayed full price—it didn’t sit right with me. Reports are saying Target deliberately marked down Black products, and if that’s true, it feels like a slap in the face. We work too hard to have our businesses undervalued just so they can quietly phase us out.
DEI—Only When It’s Convenient?
Not only that, but Target is now cutting back on its diversity, equity, and inclusion (DEI) efforts—you know, the same programs they proudly promoted when it was trendy. So when it was good PR, they were all for it. But now that they’re feeling the heat from certain groups, suddenly DEI isn’t a priority anymore? Make it make sense.
The Power of the Black Dollar
Listen, Black consumers move markets. Period. We spend trillions annually, and when we collectively decide we’re done, businesses feel it. And clearly, Target is feeling it. $12.4 billion down and counting. The question is, will they actually learn from this, or will they just wait for the dust to settle and keep playing these games?
At the end of the day, our loyalty isn’t free. If companies want our support, they need to show up for us all the time—not just when it benefits them. Until then, I’ll be intentional about where I spend my money.
What about you? Are you still shopping at Target, or have you moved on? Let’s talk. 👇🏾 #BlackExcellence #EconomicPower #WhereWeSpendMatters
-Somalia Carter
