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.

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.

Civil rights groups have announced a boycott of Target stores across the U.S. beginning on February 1, after the retail giant said it would end diversity, equity and inclusion, or DEI, initiatives aimed at promoting and hiring more women and people from protected minority groups.

That's the message from Black founders and influencers to consumers about a backlash against the retailer's decision to end its diversity, equity and inclusion efforts. With the U.S. political climate trending right,

Some Black entrepreneurs say that would just hurt them. Target Corp.’s announcement Friday that it would roll back some of its diversity initiatives has sparked a call to boycott the Minneapolis-based retailer — and some Black-owned brands are pushing back.