In a move to address last year's controversy surrounding the sale of transgender products, Target announced on Thursday that it will limit the availability of LGBTQ-themed merchandise in its stores this year. The retailer cited "historical sales performance" as the reason for the change and stated that only a select number of its nearly 2,000 stores and its website will carry Pride merchandise.

Unlike previous years when Target offered LGBTQ-themed products in all of its stores, this year's collection will cater primarily to adults, with no apparel for children being sold. The decision, which was first reported by Bloomberg News, reflects a shift in the company's approach.

A spokesperson for Target emphasized the company's commitment to supporting the LGBTQIA+ community both during Pride Month and throughout the year. The spokesperson stated that Target aims to create a welcoming environment for its LGBTQIA+ team members, in line with the company's culture of care for its workforce of over 400,000 individuals.

Last year, Target faced backlash on social media and a boycott by some shoppers over its decision to sell transgender swimsuits, with false accusations claiming that they were being marketed to children. The company's Pride-themed clothing for children, which featured supportive slogans celebrating diversity and inclusion, was also criticized.

Target has been a vocal supporter of the LGBTQ movement for several years, following a controversy involving its CEO's donation to a group that opposed gay marriage in 2010. However, the incidents from last year prompted the retailer to remove trans-oriented products from its shelves.

The company was also falsely accused of selling "satanic" children's clothing, further alienating conservative shoppers. Consequently, the announcement to limit this year's LGBTQ-themed collection has been met with approval from some conservatives.

Target's decision comes amidst a broader trend of companies facing pressure to scale back their support for the LGBTQ community. Last year, Bud Light faced a social media firestorm and boycott calls after featuring a transgender influencer in an online advertisement. Similarly, Best Buy also faced scrutiny after offering to screen LGBTQ nonprofit donations under pressure from a conservative nonprofit.

While Target's statement emphasized its continued support for LGBTQ organizations and dedication to spotlighting LGBTQ-owned brands, Kelley Robinson, the president of the Human Rights Campaign, expressed disappointment. In her statement, Robinson urged businesses to show full-hearted support for the LGBTQ community, suggesting that Target's decision risks alienating both LGBTQ individuals and allies.

Despite the criticism, it appears that Target's move to limit the sale of LGBTQ-themed products in select stores this year is an attempt to strike a balance amidst controversy and differing consumer perspectives.