Target Faces Backlash Over Racist Costume and Calls for Boycott Persist

Target has removed a children’s Halloween costume from its shelves after receiving significant criticism on social media. The criticism focused on the costume, deemed to resemble racist minstrel caricatures, with a promotional image showing a Black child wearing the costume.

The company acknowledged the mistake, stating, “We know we got this wrong, and we are deeply sorry. The costume is offensive and should never have been part of our assortment.” Target emphasized that the costume is no longer available and recognized the hurt caused to Black customers, employees, and partners.

The controversy arises as Target attempts to recover from previous business challenges, which impacted its sales and brand perception. The company has also been involved in reducing its diversity, equity, and inclusion (DEI) programs after the 2024 election of President Donald Trump.

The costume, named “Kids’ Glows Under Blacklight Circus Clown Halloween costume,” featured an orange-and-black clown design with gloves, a top hat, and a mask. The costume was removed from Target’s website following the uproar.

Georgia pastor Rev. Jamal Bryant commented on the incident, saying, “A Jim Crow-era minstrel costume is not simply getting it wrong. It is a profoundly harmful symbol of racism that should never have been designed, approved, or sold by Target.” Bryant had previously led a 40-day “Target Fast” boycott.

In January 2025, Target ended its DEI program, changing its focus to a “Belonging” strategy. The company had launched DEI initiatives in response to George Floyd’s murder but later stopped reporting to external DEI groups.

Amid the controversy, activists continue to call for a Target boycott. A previous boycott led to a significant decline in the company’s market value and stock prices. Despite recent stock recovery, boycott organizers like Nekima Levy Armstrong, Monique Cullars-Doty, and Jaylani Hussein remain committed to reinstating DEI efforts.

Minneapolis-based boycott organizer Armstrong stated, “The Target boycott never ended; it was indefinite from the beginning, unless and until Target reversed course on its decision to roll back diversity, equity, and inclusion.” Armstrong also criticized Target’s PR efforts to address the situation.

Jaylani Hussein, another boycott organizer, said the costume incident was expected, reflecting a broader dissatisfaction with Target’s approach to diversity.

Target’s stock closed at $163.47 on Aug. 25, experiencing a 3.78% decline.