Target will be investing $20 million to install single-stall bathrooms in all of its locations nationwide, CNN Money reports.
The change comes following the drop of in-store sales falling 1.1 percent in the second quarter. Shopper traffic decreased after Target announced its policy to allow customers and employees to use the bathroom and fitting room that matched their gender identity.
In April Target posted a trans-positive message to its website that stated the store was open to everyone.
“Everyone deserves to feel like they belong. And you’ll always be accepted, respected and welcomed at Target,” the statement read.
The American Family Association began an online petition to boycott Target after concerns were raised that Target would “allow men to use the women’s restrooms and dressing rooms in their stores.” The online petition reached more than 1.5 million signatures.
In an official statement CEO Cathy Smith responded to the backlash.
“We are not satisfied with our second quarter traffic and sales performance,” Smith says. “It’s clear that some of our guests like and some dislike our inclusive bathroom policy.”
All stores will have single-stall bathrooms at their locations by March 2017.