June is a new holiday season for progressive Americans—Pride Month—and Target is celebrating. The retailer has carried pro-LGBT merchandise for over a decade. But customers have found what is new this year to be particularly disturbing: transgender-friendly swimwear and a British designer known for producing Satanist-inspired clothing. The economic consequences have been devastating. Target’s market value is down over $12 billion since the campaign began. Target’s LGBT children’s clothing line has rankled more than a few parents. But it’s clear that parents aren’t buying it…literally. American consumers are turned off by business decisions that push radical ideologies. Perhaps the economic consequences will force Target to respect the sensibilities across the religious and political spectrum of its customers.