Mark Figley: Target deserves bag of coal for Christmas

While it’s always a challenge to find that perfect Christmas gift, Target’s LGBTQ-themed Christmas line, which includes a nutcracker figure holding a “Progress Pride” flag wearing a “Pride” hat may not be the ticket. This despite the fact that it’s accompanied by the absolutely smashing slogan, “Show your love and support for the LGBTQIA+ community.”

Obviously, the retailer just doesn’t get it after posting a 5.4% decrease in sales for the second quarter and a third quarter drop of 4.9%. But Target can thank itself for this mess after partnering with a satanic designer and pushing its transgender extremism on kids over the objection of parents.

For his part, Target CEO Brian Cornell admits the company has made mistakes, but now it appears the company is simply doubling down.

Instead of actually admitting the error of its ways, Target has hired a “Senior LGBTQIA+ Segmentation Strategist and Pride,” whose job is to spread the holiday cheer! (What does she do the rest of the year?) And with the Christmas season in full force, Pride ornaments are simply the rave.

One would think that in a sensible world, Target would have learned from the missteps of Bud Light, which has lost some 13.5% of revenue since linking up with transgender celeb Dylan Mulvaney in a disastrous marketing campaign. Yet Target keeps marching to the beat of a different drummer boy.

The question is will shoppers keep patronizing Target with its out-of-step marketing practices, or will they seek out alternative retailers to fulfill their Christmas wish lists? For now, the company is clearly betting that it can continue to stick its finger in the eye of holiday shoppers by selling gay Santas, LGBTQ-themed nutcrackers and other assorted sexually-oriented woke goodies.

Over the course of many decades, assorted secularists, atheists and agnostics have joined together in seeking to undermine the true meaning of Christmas. Target and like-minded corporate retailers have gladly joined this effort by pushing woke gift ideas that their predecessors would have never imagined nor remotely considered.

Wouldn’t it be refreshing, if just once, shoppers en masse determined that they would rule the Christmas shopping season? That they would decide not to spend their money with retailers that view them as small-minded ignoramuses incapable of understanding the real world? That they would say enough is enough with out-of-touch marketing concepts? That they might actually come to believe the beauty of Christmas is worth uplifting more than any woke retail advertising campaign could ever possibly be?

Cultural traditions have been under attack in America for longer than anyone can remember. These traditions are worth hanging on to, but none more so than Christmas. And regardless whether places like Target think they’re free to redesign it into something that’s woke, those who love the day for what it truly is will ultimately determine whether “Pride” remains a part of the season or becomes part of the retail trash heap it most assuredly deserves.

Mark Figley is a political activist and guest columnist from Elida. His column does not necessarily reflect the opinion of The Lima News editorial board or AIM Media, owner of The Lima News.