After announcing a rollback of DEI initiatives, a boycott of the retailer has led to a decline in sales and foot traffic.

A boycott launched by Target shoppers unhappy with its DEI retreat has added to the retailer's sales headaches, prompting CEO Brian Cornell to announce sweeping changes Wednesday.

Target’s was already facing a very public revolt from some of its most loyal customers. Now it’s warning about tariffs.

Target sales plunged in the first quarter amid concerns about Trump's tariffs, inflation and backlash to its pull back on DEI

Target now expects a “low single-digit [percentage] decline” in sales for the fiscal year; it previously forecast 1 percent growth.

Sales at Target fell more than expected in the first quarter and the retailer warned they will slip this year as consumers, worried over the impact of tariffs, pull back on spending.

The retailer's CEO attributed the results to weakness in discretionary spending, declining consumer confidence, uncertainty over tariffs, and shopper backlash against the company’s decision to halt diversity initiatives.

Target has reported a drop in sales and lowered its guidance for 2025 in its first results since dropping its diversity and equity programs following the return of President Donald Trump to office, which sparked backlash and boycotts from customers.

We’re constantly adjusting pricing,” Target CEO Brian Cornell said during an earnings call on Wednesday, as reported by CNBC. “Some are going up, some will be reduced, but that’s an ongoing effort that takes place each and every day.