June is Pride Month, and Target has found itself – once again – at the center of controversy over its approach to promoting the honorary month celebrating LGBTQ people.

Target officials have reportedly acknowledged that their approach to Pride Month this year would be scaled back, compared to previous years, and shoppers have taken notice. The response has been a mixed bag of positive feedback and disappointment, particularly since shoppers have noticed that instead of LGBTQ merchandise, Target is prioritizing pro-America merchandise, selling it alongside big in-store displays promoting the items.

"Happy Pride Month in my Target that used to have a PRIDE section – it's now all U.S.A. Yay!" said a sarcastic Target shopper in a now-viral video of them complaining about the retailer's lac

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