The news: Retailers are largely keeping a low profile this Pride Month.

• A majority of Pride celebrations across the country have seen a reduction in corporate sponsorships, Jordan Braxton, co-president of the United States Association of Prides, told NPR.
• More than one-third (37%) of Americans have observed a pullback in Pride Month brand participation in 2025 and 2026, according to a March survey by Omnisend.

How we got here: Concerns about government scrutiny and public backlash are leading many retailers to tone down their Pride efforts.

• Target, which is still recovering from backlash to its DEI rollback, is understandably taking a more muted approach. Shoppers must scroll near the bottom of its homepage to find its Pride collection, and most items are unavailable in stores.
• Neither Walmart nor Old Navy features Pride merchandise on their homepages—in sharp contrast to Abercrombie & Fitch, whose 2026 Pride Collection is the first thing shoppers see when visiting the brand’s site.

Still, the fact that these retailers are selling Pride collections shows that they understand the value of inclusivity and LGBTQ+ representation, as well as engagement—however cautiously—with DEI and social issues.

• Nearly half (48%) of Americans believe that brand participation in Pride Month is important, with 14% considering it extremely important, per Omnisend.
• That proportion is significantly higher among LGBTQ+ consumers (76%), Gen Z (69%), and millennials (66%).
• 2 in 5 US adults (41%) are more likely to purchase products or services from a brand that supports the LGBTQ community, while 29% ask friends and family not to purchase from brands viewed as not LGBTQ-friendly, according to a March 2025 report from MRI-Simmons.

Implications for retailers: A quieter approach to Pride may help brands avoid Trump administration scrutiny while lessening the risk of public blowback. However, it risks alienating consumers who want companies they patronize to speak publicly on social and political issues. Four in 5 US adults say a company’s social stance—including diversity and inclusion efforts—influences their overall experience or purchasing decisions, according to Sogolytics.

At the same time, companies have to be careful not to come across as performative. Consumers are increasingly wary of brands that engage with Pride only to sell products. Among US adults who expect brands to participate in Pride Month surveyed by Omnisend, nearly half (45%) say that participation should be limited to those that “genuinely support” LGBTQ+ rights through action like donating to LGBTQ+ organizations, engaging in public advocacy, and featuring LGBTQ+ individuals in campaigns. Consequently, brands that wait until less politically fraught times to resume their support may find it difficult to convince consumers of their authenticity and commitment.