A pro-family organization says it will continue a boycott of a struggling retailer that began 10 months ago.
Mississippi-based ministry American Family Association urged the public to boycott Target stores last May, when the retail giant publicized its liberal transgender-friendly policy for restrooms and changing rooms.
Target openly supports homosexuall causes and enjoys support from homosexual activists, too.
Target's stock almost immediately sunk, however, when the AFA boycott took off, likely hurting a retailer that was already struggling to bring customers into its stores. The stock price of $83.98 in April plummeted to $68 in May and has yet to peak above $79.
An online petition at AFA.net rocketed to one million names within a week last May, and AFA among others have pointed to news stories of voyeurs attempting to film women at Target stores across the country.
The liberal policy means straight men are allowed to walk into the women's restroom without being confronted by store personnel.
Target, meanwhile, announced this week that its store profits plummeted a whopping 43 percent during the final quarter of 2016. That admission came after corporate leaders surprisingly yanked two forward-looking projects to the surprise of employees.
Snopes.com, the fact-checking website, has come to Target's defense and ruled "False" any claims that the transgender policy caused Target's stock to sink.
Snopes cited AFA's boycott and a Feb. 28 story at Breitbart.com that reported on the plunging stock prices. But the Breitbart story began by explaining the stocks fell 13.5 after investors were spooked by the drop in sales, suggesting also that the boycott has affected foot traffic and sales.
It's true that the boycott isn't the sole reason Target is having financial difficulties, says AFA Vice President Buddy Smith.
"However, their actual foot traffic has been down," he adds. "And so those who are concerned about how Target is placing women and children in harm's way are impacting their stores financially."
The Associated Press reports Target has been hit hard by Amazon.com and other online retailers, but AFA spokesman Walker Wildmon says the retailer has also been hurt because it refused to listen to customers' concerns about public safety.
Tim Wildmon, AFA's president, travelled to Target's corporate headquarters last year to deliver copies of the boycott petition. Corporate leaders were polite, he said, but they refused to acknowledge the danger of allowing men into women's restrooms.
AFA is known for its biblical stance on homosexuality, but Wildmon has stated Target is allowing straight men to take advantage of a policy meant to please homosexual activists.
Additional comments from the American Family Association have been added to this story after publication of a fact-checking story by Snopes.com.