Bud Lighted and Targeted

I have a few thoughts about the backlash against Bud Light and Target. The MSM calls it a “conservative backlash,” but I believe it spans a greater segment of American society.

Bud Lighted and Targeted

Even though the Bud Light – Dylan Mulvaney controversy came first, let’s look at the Target and pride merchandise disaster before delving into Bud Light.

The Target buying office operates just like any major retailer. Orders for this year’s pride merchandise were placed at least a year ago. Those orders were based on previous sales/profitability figures for pride merchandise going back several years. Had the merchandise not been profitable, Target may have continued to carry some, but not much. Nor would the merchandise been featured in the most prime sales floor location: at the door entrance.

The retail industry in the United States is a dynamic and ever-evolving sector that relies heavily on efficient planning and foresight. A crucial aspect of this process is the ordering system, where buyers meticulously analyze current sales, profitability, and sales per square foot to make informed decisions. Let’s look at the intricacies of the retail ordering process, particularly focusing on how orders are placed at least a year in advance based on profitability rather than personal interests.

Analyzing Current Sales and Profitability

Buyers play a crucial role in the retail ordering process, acting as intermediaries between the retailers and suppliers. They employ various strategies and utilize comprehensive data analysis to make informed purchasing decisions. One of the primary factors considered is current sales data, which provides valuable insights into consumer preferences and buying patterns. By closely examining sales figures, buyers can identify successful merchandise and gauge its potential for continued profitability.

Sales per square foot is another key metric used to evaluate the effectiveness of different products within a retail space. This metric measures the revenue generated by each square foot of retail space and is indicative of the overall efficiency and profitability of the store layout. By assessing sales per square foot, buyers can identify the most profitable product categories and make informed decisions on future orders, maximizing the return on investment.

Planning for the Future: A Year-Long Process

The retail ordering process extends far beyond simply identifying successful merchandise. It involves a comprehensive timeline that takes into account manufacturing and shipping lead times. Retailers understand that it can take at least a year to manufacture and ship the merchandise from the suppliers to the stores. Therefore, buying decisions must be made well in advance to allow ample time for production, transportation, and distribution.

Based on the data collected from current sales and profitability analysis, retailers can anticipate consumer demand for the upcoming year. For example, if Christmas merchandise experiences significant success during a given year, buyers will use those figures as a basis for future orders, ensuring they have an adequate supply to meet customer demand the following year. This strategic approach allows retailers to capitalize on successful trends while mitigating the risk of being caught unprepared.

By focusing on profitability, retailers can align their assortments with market trends, customer preferences, and sales data. This analytical approach ensures that resources are invested strategically and that customers are provided with the products they desire, enhancing overall customer satisfaction and loyalty.

Target Pride Merchandise Flop

So why did the pride merchandise flop? I believe Target failed to accurately gauge the changing sentiment of parents, both moms and dads.

I’ve been in my local Target over the last year and saw the change including the changes in how Target was merchandising children’s clothing.

I’ve seen visual displays of men – grown men with beards and mustaches – wearing makeup and girl’s clothing. These visual displays were in front of the girls department by the registers. And I have personally seen the visceral and vocal reactions of parents. Many left their carts and walked out. I’ve seen store management stand by silently when these incidents happened.

If store management failed to convey these visceral responses to the buyers, they failed the corporation. But, who would dare to speak out in the current environment?

Most likely, Target buyers saw incremental increases in sales over the years and kept buying into the trend. They failed to realize the trend had topped out. They failed to realize the increasing disgust at pride merchandise marketed to kids, toddlers, and infants. They failed to accurately gauge the concern of most parents who are upset at transgenderism being taught in public schools.

With Bud Light, something else happened. By tying the brand to Dylan Mulvaney, they weren’t buying into an annual trend. However, the marketing department failed to understand how many men would refuse to identify with a brand that embraced a (dare I use the old word?) transvestite.

Mulvaney may get a large following on social media, but I know how easy it is to buy fake followers. And, it’s possible that many people look at Mulvaney’s posts out of curiosity rather than admiration. It’s like an old fashioned circus with the bearded lady.

I’m personally tired of the pride movement shoving its agenda down my throat. There, I said it. I’m sick of it.

We need a “Discretion Month” not a pride month. We need to go back to a society that considers talk about sex of any sort to be a private matter. It should not be discussed in public, in schools, or in the work place.