I haven’t stepped foot in a Target since January 23, 2025—the day before they announced they would be rolling back key parts of their Diversity, Equity, and Inclusion (DEI) initiatives.

If you know me and my kids, you know Target has always been our go-to. Feeling anxious? Walk around Target. Having a bad day? Walk around Target. My kids know the aisles by heart. For them, just strolling down the toy section feels like Christmas. My daughter and I always gravitate toward the books, even though we’ve browsed that aisle thousands of times. During COVID, I relied on Target’s easy drive-up pickup service. It wasn’t just a store for us—it was part of our routine, our comfort.

We bought everything there: paper products, school supplies, snacks, frozen foods, health and beauty products, home goods, toys, Legos, video games, books, and more. Even if it cost a few dollars more than other big-box stores, I felt good about spending my money at a company that actively supported Black-owned and women-owned businesses, bringing great products to my community while uplifting these entrepreneurs.

When Target introduced its Pride line, I made sure to support it. When they committed to investing in Black- and women-owned brands, I bought what I could—excited to finally have products designed for my very curly hair. When they started offering gender-neutral clothing and items like pink dinosaur shirts, I happily bought them as gifts. Shopping there felt good, knowing my purchases contributed to something bigger than just retail.

But on January 24, Target quietly stripped away key parts of its DEI initiatives. And just like that, I’m out. I won’t spend another dime at what was once our favorite store until they realign with the values I believe in.