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Too Much Pride? Nearly Half of Target Shoppers Say ‘Yes’

June is LGBTQ “Pride” month, which has made the popular Target discount store chain a focus of controversy this year, and almost half of regular Target shoppers believe corporations go overboard in celebrating Pride month.

The latest Rasmussen Reports national telephone and online survey finds that 64% of American Adults shop at Target at least occasionally, including 27% who shop at the store at least monthly. (To see survey question wording, click here.)

The survey of 1,098 American Adults was conducted on May 30-June 1, 2023 by Rasmussen Reports. The margin of sampling error is +/- 3 percentage points with a 95% level of confidence. Field work for all Rasmussen Reports surveys is conducted by Pulse Opinion Research.

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