Bathroom wars: The Target boycott is costing more than anyone expected

Bathroom wars: The Target boycott is costing more than anyone expected, by Hayley Peterson. Since the boycott began, sales at US Target have declined by $350 million per quarter and now Target is installing single-used bathrooms to side-step the issue.

A boycott against Target over its bathroom policy is costing the retailer more than anyone expected.

The boycott started back in April after Target announced that it would welcome transgender customers to use any bathroom or fitting room that matched their gender identity.

The announcement triggered an immediate backlash. Critics said the policy opened the door for sexual predators to victimize women and children inside the retailer’s bathrooms, and more than 1.4 million people signed a pledge to stop shopping at Target unless it reversed the policy.

But Target didn’t back down.

Now shopper traffic is declining for the first time in years and the company is installing single-occupancy bathrooms in all of its stores to give critics of the policy more privacy. The new bathrooms — which already exist in a majority of Target stores — are costing Target $20 million to install, Fortune reports.