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 followed other companies that abandoned DEI programs, but Black-owned businesses that struggled to earn shelf space there urged critics to focus on buying minority-owned companies' products instead.

Owners of brands who were once championed by Target before the big-box retailer rolled back DEI efforts say a boycott would do more harm than supporting their brands would.