What’s Happening:

Retails sales this time of year can create a buying frenzy among consumers who want to get the best deals heading into the holiday season. Retails small and larger are set to take on customers during the biggest shopping days of the year next week.

One big-box retailer who recently lost a large percentage of sales due to its cultural stance has raised the progressive bar even further with a new hire. How well this new marketing influencer will go over with consumers could affect the retailer’s bottom line in the busiest season of the year.

Target has made it clear that it will support radical gender ideology despite customer backlash earlier this this year after its Pride-themed products line caused a significant drop in sales. The retailer has hired a marketing strategist who goes by “gaycruella” on social media.

From The Daily Wire:
“Time to whip out the Glitter & Hellfire flamethrowers and rip that old world to shreds darlings,” the self-described Target corporate employee shared. “Let’s flip that script and rewrite that narrative. This time for ~ALL Guests, ALL Humans & ALL Hearts.”

The news outlet revealed that Target reportedly selected a man named Erik Thompson as its Senior LGBTQIA+ Segmentation Strategist and Pride Lead, according to a post he shared on Instagram. The announcement was flagged by popular X account Libs of TikTok. Thompson, who goes by “gaycruella” on the social media platform, stated he was “honored” to accept the role.

The news outlet pointed out that Thompson’s connection to Target is not a new relationship. A review of Thompson’s LinkedIn profile shows him working for Target since June of 2014. He has worked for the retailer as a business analyst and buyer and was an executive intern there in 2013. Thompson listed his new role as starting this month.

Thompson’s LinkedIn profile reveals his goals for working with Target and influencing its customers. It states, “On a mission to lead in the effort of working to flip the script and rewrite the narrative of CPG retail industries to better serve all consumer segments and thoughtfully & authentically cater to *ALL guests, ALL humans, & ALL hearts* who enter our stores and across the nation.”

Target’s previous marketing efforts have not helped the company’s bottom line this year. During the company’s third quarter — a three-month period that ended October 28 — Target’s sales dropped another 4.9% following a 5.4% decline in the second quarter. The second quarter tumble was Target’s first quarterly sales drop in six years, CNN reported. Each of these harsh earnings reports followed public backlash over Target’s Pride Month products, including those geared toward children.

How will consumers feel this holiday season when they walk into a Target store knowing that key employees there are purposely working to “flip” them into a lifestyle that doesn’t align with how they live?

Key Takeaways:

• Target hires social media influencer as new LGBTQIA+ marketing strategist.
• New hire pledges to “whip out the Glitter & Hellfire flamethrowers.”
• He wants to “rewrite that narrative” for Pride-themed marketing efforts.

Source: The Daily Wire