Critics are calling for shoppers to boycott Target over its DEI policy reversal – but black-owned brands are asking customers to keep shopping at Target stores.

Consumers who want to boycott Target should instead spend their dollars on products from Black-owned businesses at the retailer, said April Showers, founder and chief executive of toy, apparel and home goods brand Afro Unicorn, which has been sold at Target since 2022.

Anger at Target surged after it abandoned DEI programs, but Black-owned businesses that struggled to earn shelf space urged critics to focus on buying minority-owned companies' products instead.

As retailer Target faces calls to boycott shopping there, the black-owned brands whose products it sells are pleading with consumers not to. Target is the latest to stop its diversity, equity, and inclusion policies,