Oh Target, land of sterile, plasticine formica flooring, cheap deals, and imported polyester designer collabs, how you confuse me so. First, you make a $150,000 donation to gay-marriage-opposing Republican candidate Tom Emmer, then you curiously decide not to stock Frank Ocean’s newest album right after he announces he’s bisexual. So why then, after all this, do you decide to shill greeting cards in your stores, with racks bearing the headings “For two special men” and “For two special women,” complete with large, bold lettering that shout “Mr. & Mr.” and "Two very special women, one very special love?" My very impressionable mind is truly befuddled.
According to company spokeswoman Molly Snyder, the very recently gay-friendly discount retailer now offers greeting cards that appeal to a variety of audiences. This is most likely because they’ve figured out that gay guys and gals like to shop for greeting cards, especially at a store that once practically beat them away with a homophobic stick:
"What Target and other marketers have figured out is it's not a zero-sum game," said Witeck Communications CEO Bob Witeck, who studies the gay community. "The rewards of marketing to gay households are greater than the perceived risks."
Witeck's research indicates that the purchasing power of the country's LGBT population this year is $790 billion, or about $49,000 per adult. There’s no way Target was going to miss that gay-vy train!
The company has not made clear if this is a sort of obvious apology for its anti-gay antics of the past. Either way, gay money is still good money for the bull's eye!