By EEW Magazine News // LGBTQIA

Target, after sparking hellish upheaval for promoting satanic apparel and trans women’s swimming attire in honor of Pride Month, is making some changes.

NEW YORK (AP) — Target is removing some items from its stores and making other changes to its LGBTQ+ merchandise nationwide ahead of Pride month after intense backlash from some customers.

Target declined to specify which items it was removing, but among the ones that garnered the most attention were designs by Abprallen, a London-based company that creates and sells occult and satanic-themed LGBTQ+ clothing and accessories, as well as “tuck friendly” women’s swimsuits that allow trans women who have not had gender-affirming operations to conceal their penises.

The Pride merchandise has been on sale since early May. Pride month is held in June.

“Since introducing this year’s collection, we’ve experienced threats impacting our team members’ sense of safety and well-being while at work,” Target said in a statement.  “Given these volatile circumstances, we are making adjustments to our plans, including removing items that have been at the center of the most significant confrontational behavior.”

After the outrage-inducing displays went viral, many Target customers vowed to boycott the store in protest. Target said that customers knocked down Pride displays at some stores, angrily approached workers and posted threatening videos on social media from inside the stores.

Target confirmed that it has moved its Pride merchandise from the front of the stores to the back in some Southern stores after confrontations and backlash from shoppers in those areas.

The announcement comes as beer brand Bud Light is still grappling with a backlash from customers angered by its partnership with transgender influencer Dylan Mulvaney in celebration of the trans woman’s “one year of girlhood.” A beer can with Mulvaney’s face on it led to widespread outcry. As a result, sales of Bud Light have recorded declines for six consecutive weeks, according to ABC News.

Sales of Bud Light fell nearly 25% over the week ending on May 13 compared to the same period a year ago, according to data from Bump Williams Consulting and Nielsen NIQ obtained by ABC News.  Meanwhile, sales of rival beers have surged. Sales of Coors Light jumped almost 23% over the week ending on May 13 compared to a year ago; while sales of Miller Lite climbed 21% over that period, the data showed.

Bud Light’s parent company said it will triple its marketing spending in the U.S. this summer as it tries to restore sales it lost after the brand partnered with the transgender influencer.

Target, based in Minnesota, and other retailers including Walmart and H&M have been expanding their LGBTQ+ displays to celebrate Pride month for roughly a decade. This year transgender issues — including gender-affirming health care and participation in sports — have been a divisive topic in state legislatures and the backlash has turned hostile.

Target’s response to confrontations in its stores align with legislatures introducing a record number of bills focusing on LGBTQ+ individuals, particularly gender-affirming health care for transgender youth and education. State legislatures are pushing to prevent discussions in school regarding sexuality and gender identity.

Currently, there are close to 500 anti-LGBTQ+ bills that have gone before state legislatures since the start of this year, an unprecedented number, according to the American Civil Liberties Union.

At least 17 states have enacted laws restricting or banning gender-affirming care for transgender minors, though judges have temporarily blocked their enforcement in some, including Arkansas.

Daily Wire podcaster Matt Walsh, a leading conservative, anti-trans voice shared a celebratory tweet after Target’s forced shift.

"The goal is to make 'pride' toxic for brands. If they decide to shove this garbage in our face, they should know that they'll pay a price," he said. "It won't be worth whatever they think they'll gain. First Bud Light and now Target. Our campaign is making progress. Let's keep it going."

The Associated Press contributed to this report.