Consumers who want to boycott Target should instead spend their dollars on products from Black-owned businesses at the retailer, said April Showers, founder and chief executive of toy, apparel and home goods brand Afro Unicorn, which has been sold at Target since 2022.

Critics are calling for shoppers to boycott Target over its DEI policy reversal – but black-owned brands are asking customers to keep shopping at Target stores.

Anger at Target surged after it followed other companies that abandoned DEI programs, but Black-owned businesses that struggled to earn shelf space there urged critics to focus on buying minority-owned companies' products instead.

Twin Cities Pride asked Target not to participate this year, while some Black business owners are asking people not to shop at the retailer.

Tabitha Brown joins others raising concerns about how boycotting Target could negatively impact diverse businesses: “It has been very hard