(Todd A. Smith)
Target, what in the world is wrong with you guys?
First, you let President Donald Trump punk you into eliminating your diversity programs, therefore losing many Black customers.
Then you alienate Black Americans again by selling racist Halloween costumes.
The Halloween mistake is a prime reason for diversity because more diverse voices in the boardroom would have let you know that all hell was about to break loose on Target again. Brando Caldwell of The Grio reported, “Target quickly realized that certain items no longer work for Halloween.
“After releasing a costume from its Hyde and EEK! Boutique collection that featured a Black child wearing baggy checkered pants, a black mesh face mask with a wide, snaggletooth smile and a top hat on sale for $25, the retailer removed it on Sunday and issued a prompt apology on Monday, admitting fault.
In a statement, Target said, “An apology from us: We removed an offensive Halloween costume that should never have been part of our assortment. It is no longer for sale. As a company, we got this wrong, and we are deeply sorry. We know this is especially hurtful for our Black guests, team members and partners.
“Removing the costume is an important first step, and we are looking closely at how this happened and what needs to change to ensure this won’t happen again.”
This publication has criticized Target in the past because of its rollback of diversity efforts.
But this media outlet has often spoken up about how diversity in a company is good for that business’ bottom line.
A more diverse boardroom might have let Target know of the backlash that was sure to come because of the minstrel-show-looking Halloween costume.
More Black voices in a position of power would have told them that selling stereotypical Halloween costumes would cause Target to lose more Black customers, when the company should be trying to win them back.
Yes, getting rid of Target’s diversity efforts pleased President Trump.
But I am almost positive that some of Trump’s socioeconomic status has never been a Target shopper.
Therefore, pleasing someone who is not a part of your customer base, while alienating loyal customers, was an asinine business move.
Sure, Target wants to be fair to White men who think that everything is for them and about them.
But is it smart for companies like Target ot acquiece to fragile and racist White men when the country will soon be majority minority?
While I am no business guru, a wise man once told me to know thy audience.
And rich White billionaires like Trump, Elon Musk and their ilk probably do not frequent stores like Target.
Therefore, their opinions on diversity should not matter.
The only thing that should matter to a company is the color green.
But a business owner or CEO must realize that every socioeconomic demographic is not bringing their green to you.
And to think that billionaires patronize random retail stores or care about those stores shows that those CEOs and shareholders are extremely green when it comes to life.
Rich White men like Trump just want to maintain the status quo where everything is for them and people who do not look like them just get the scraps that they are willing to give them.
Trump says nothing about DEI when he endorses unqualified politicians like Sen. Darline Graham Nordone (R-S.C.).
The president says nothing about merit when he appointed former Fox News personality Pete Hegseth as defense secretary, even though he was woefully unqualified.
But all of a sudden when it comes to Black and Brown people, Trump is so enamored with merit and people earning their way in life.
Get the heck out of here.
Target should have seen Trump’s racist play from a mile away.
If they had, maybe a Black voice in the company would have told them about the bad move they were about to make.
The Grio added, “Several blogs and outlets covered the costume from the Minneapolis-based big-box retailer, raising concerns and prompting online statements taking aim at Target’s previous removal of DEI-related policies within the company and more. The costume evoked images of Jim Crow-era stereotypes of Black people, prompting one social media user to ask, ‘Wanna lose $12 billion more?’
“Following the start of a national boycott of the retailer in March 2025, the company saw a 21 percent drop in net income in its second fiscal quarter, years after another massive drop in net income due to its response to conservative critics over its LGBTQ+-Themed merchandise celebrating Pride Month.
Despite a bounce back, Target says it still has work to do under new leadership.”
Therefore, the plight of Target should serve as a warning sign to other major retailers.
When people of every color, sexual preference or religion patronize your business, you do not upset them to please people who make too much money to ever be caught dead in one of your stores.
Furthermore, when your business is reliant on the public, do not sell them out to please politicians who come and go.
While politicians come and go, a loyal customer will remain for life if you are loyal to them.
Their children might become loyal customers too.
They may recommend your business to their neighbors, friends, relatives and church members.
But instead of remaining loyal to its customers, Target repeatedly chooses those on the wrong side of history.
Therefore, they are targeted with boycotts.
Do better.
And never be as tone deaf as Target.
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