[headhuntermdk]

If the average target consumer didn't care, Target wouldn't have had 10 weeks of consecutive foot traffic declines. Most things sold in Target can be bought elsewhere, so people have voted with their wallets.

Executives at Target made the calculation that their sales wouldn't decline much (if at all) by publicly canceling their DEI programs.

To the question about Target and Costco's prices: Typically these retailers will have price matching policies in place to keep foot traffic.

Quick google search implies (not sure how accurate this is), that approximately 12% of Target's demographic is black [0]. Seeing close to a 10% drop in foot traffic for a low margin business like Target when a competitor is seeing almost the near opposite gains is a signal someone really screwed up.

[0] https://expertbeacon.com/targets-target-market/