Consumer Boycott Against Target Extended Despite The Retailer Saying It Will Fulfill $2B Commitment To Black-Owned Businesses

The consumer boycott against Target will continue, according to Rev. Jamal Bryant. As AFROTECH previously reported, Target’s retraction of its three-year diversity, equity, and inclusion (DEI) commitments — which included ending a program designed to highlight Black and minority-owned businesses — impacted the company. Shareholders filed a lawsuit and Rev. Bryant led a 40-day consumer boycott, garnering over 200,000 sign-ups. The major retailer subsequently experienced a decline in its stock for at least eight consecutive weeks. “When we started this Target fast, … a Fortune 500 company was trading on the New York Stock Exchange at $138 a share. Because of how it is, that stridently you have put your hand to the plow, their stock started at $138 a share. As of Friday, it is down to $94 a share,” Bryant said Sunday, April 20, at his church, New Birth Missionary Baptist Church in Stonecrest, GA, reports The Christian Post. Furthermore, Target’s foot traffic decreased year over year in February 2025 by 9% and 6.5% in March 2025, according to Supermarket News. In comparison, Costco, which upheld its DEI commitments saw an uptick in its foot traffic for several weeks. “Foot traffic at Target has gone down by 7.9...