"There is a big difference between taking a stand through a keyboard threatening a boycott and taking stand through a wallet and actually engaging in a boycott."

Owners of brands that were championed by Target before it rolled back DEI efforts say a boycott would harm their brands, and encouraged customers to support them.

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.