News12 reported that people boycotted a Target in Mount Vernon, NY over the weekend, calling for it to reinstate its DEI programs.

Since Target announced their rollback of DEI, a $2 billion investment they made from 2016-2020, multiple Black-owned brands have stated that they have been dropped by Target, as reported by Black Information Network.

Early this March, LikeU Cards owner Kiara Imani announced over TikTok that Target dropped its contract with her business, which is a conversation-starting card game for parents, kids, and friends.

Kiara said in her announcement: "People keep asking my opinion about Target as a Black vendor who used to sell at Target. Don't go there. They dropped us along with a bunch of other Black vendors without a lot of notice."

LikeU is struggling to now sell 20,000 sets of cards through their website, likeucards.com. "There are tons of other creators of colors that had contracts that were dropped," Kiara said.

White people and Black people attended the protest outside of the Target in Mount Vernon, NY, according to News12 footage. Nation-wide, there are

Said Ronnie Lichtman of Neighbors Who Care: "We don't want Target to go out of business. We want them to reinstate their DEI policies. We hope that boycotts speak to them." According to Diversity.com, Target’s stock has gone down at least 12% since the boycotts started.

From as early as 2023, Target faced lawsuits from people challenging its DEI policy, calling it “reverse racism.” On January 21, 2025, the president signed an Executive Order to try to roll back DEI policies.

Target is among many corporate brands who have dropped their DEI policies at the pleasure of the president T, as Forbes reports.