Anger at Target surged after it followed other companies that abandoned DEI programs, but Black-owned businesses that struggled to earn shelf space there urged critics to focus on buying minority-owned companies' products instead.

As retailer Target faces calls to boycott shopping there, the black-owned brands whose products it sells are pleading with consumers not to. Target is the latest to stop its diversity, equity, and inclusion policies,

Consumers who want to boycott Target should instead spend their dollars on products from Black-owned businesses at the retailer, said April Showers, founder and chief executive of toy, apparel and home goods brand Afro Unicorn, which has been sold at Target since 2022.

Left-wing activists are calling for a boycott on Target stores after the retailer slashed its diversity, equity and inclusion policies – but black-owned brands are pushing back, warning the move could damage their businesses.