With Pride Month underway and many brands offering limited edition themed items, we surveyed purchasers of items from a Pride Collection to understand the what, where & why behind the buy.

Clothing is by far the most commonly purchased item from a Pride Collection (65%). At lower levels, they’ve bought hats (22%), jewelry/watches (20%), home decor (18%), bags/backpacks (17%) and/or shoes (13%).

The top reasons for buying these items are “because I wanted to show my support for LGBTQ+ rights” (58%) and because it “looked unique” (46%). Secondarily, the products were bought “because I thought some of the proceeds would be donated to a charity that supports the LGBTQ+ cause (31%) and/or was bought as a gift (20%).

When buying a product from a Pride Collection, what are consumer’s expectations of the amount that will be donated to a relevant charity? Half of these purchasers think a minimum of 30% is a reasonable percentage of proceeds from a Pride Collection to be donated (21% think 50% or more should be donated).

On a volunteered basis,  Nike, Disney, Pink by Victoria’s Secret, Coach, MAC Cosmetics, Adidas, HRC (Human Rights Campaign), Under Armour, Converse, Apple, and Calvin Klein emerge as key brands our respondents purchased Pride Collection items from. By retailer, Target receives the most mentions as a destination for buying Pride Collection items, followed more secondarily by Amazon, Walmart, Gap, Forever 21, and Hot Topic.

With summer seemingly flying by, the start of a new school year will be here before we know it! Stay tuned for a future post with insights from parents on the upcoming school year and the product categories they’ll be spending more money on!


Bess Devenow

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