Target Pips Disney to Win LGBTQ+ Pride Month Apparel Sales

The month of June saw the celebration of Pride Month, a time of observance and pride marches by LGBTQ people and allies to address the ongoing work for acceptance and equality. As with other major holidays, merchants have integrated the commercialization of Pride events into their strategies aimed at securing a larger share of their customer’s wallet. Edison Trends examined merchants that sold Pride themed clothing and accessories - Target, American Eagle, Disney, and J. Crew - to determine which brands saw the best return from their campaigns.

Figure 1. Which merchant sold the most Pride themed clothing and accessories?

According to Edison Trends’ analysis, Target sold the most Pride-themed items online between April 30 and June 24. Those Target sales peaked the week of June 4, with twice as many items sold as their nearest competitor's best week (Disney's May 14-20). Keywords used to identify Pride themed items in our queries included "pride" for American Eagle and Target, "Rainbow Mickey" for Disney, and "Human Rights Campaign" for J.Crew.

Figure 1. Data shows the estimated relative trend in weekly online sales of Pride items across brands Target, J. Crew, Disney, and American Eagle between April 30, 2018 and June 24, 2018, based on the Edison Trends dataset.

Figure 2. Which merchant has the most market share of Pride themed items sold?

Among the four stores included in this analysis, Target sold the most Pride items online, taking 71% of market share compared to its competitors. American Eagle, Disney and J.Crew were neck-and-neck in number of items, at around 10% share each. (Note that numbers may not equal 100 due to rounding.)

Figure 2. Data shows the estimated relative trend in weekly online sales of Pride items across brands Target, J. Crew, Disney, and American Eagle between April 30, 2018 and June 24, 2018, based on the Edison Trends dataset.

Figure 3. Which merchant charges the most and least for Pride themed clothing and accessories?

The average price for Pride items purchased online from J.Crew's Pride campaign was $31, which was at least $10 more than each of the other stores. Target’s Pride items were priced the lowest of the set at just $14 on average.

Figure 3. Data shows the estimated average price of Pride clothing and accessories across brands Target, J. Crew, Disney, and American Eagle between April 30, 2018 and June 24, 2018, based on the Edison Trends dataset.

The data shown is based on a sample of anonymized and aggregated e‑receipts from more than 3 million users in the United States. To learn more about what Edison Trends can do for your business contact us at bizdev@edison.tech. Follow us on Twitter @EdisonTrends.