Target has found itself at the centre of a national backlash after reversing its Diversity, Equity, and Inclusion (DEI) initiatives, with data revealing a sharp decline in both web and app traffic. The retailer saw a 9% drop in website visits on the day of a nationwide boycott, with its app traffic plummeting 14%, according to Supermarket News.
Meanwhile, competitors who maintained their DEI commitments have benefited. Costco, which publicly reaffirmed its support for DEI initiatives earlier this year, saw a 22% surge in web traffic on the same day, with app visits increasing by 3%. Other major retailers also felt the impact of the boycott, with Walmart experiencing a 5% drop in website visits and Amazon seeing a 2% decline. Notably, Amazon's app traffic rose by 1%, reflecting a more mixed consumer response.
