With Pride Month in full gear, U.S. shoppers can find the usual merchandise many stores stock for the June celebration of LGBTQ+ culture and rights. But analysts and advocates say the marketing is toned down compared to previous years, and at some chains, there's no trace of Pride at all.
The more subdued atmosphere underscores the struggle of many retailers to cater to different groups of customers at a time of extreme cultural divisions. This year's Pride Month is unfolding amid a sea of legislation and litigation over LGBTQ+ rights, especially the ability of transgender young people to participate in sports or receive gender-affirming care.
