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Retailers See Gay Population as Next Audience to Court
WSJ ^ | July 9, 2012 | Karen Talley

Posted on 07/16/2012 8:12:42 AM PDT by kevcol

Retailers are becoming a lot less closeted.

They are turning their attention to gays and lesbians, a group that wields substantial buying power but isn't fully integrated into mainstream advertising. Similar to other moves to attract different minority groups, the push comes with risks, as it could threaten the retailers' relationships with some of their longtime shoppers.

Nonetheless, from J.C. Penney Co.'s (JCP) high-profile hiring of openly gay television personality Ellen DeGeneres as its spokeswoman to Target Corp.'s (TGT) selling of same-sex greeting cards, retailers are testing ways to cozy up to a community that by one estimate is as many as 16 million strong and has almost double the disposable income of the average American, some $49,000 per capita versus $26,000.
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J.C. Penney has been more aggressive than other large retailers in courting gays. In addition to hiring Ms. DeGeneres, the company featured two women as a couple in its May catalog and two men in its June offering. J.C. Penney also had a float in New York's Gay Pride parade, and the Two Dads--as the men have come to be known--also attended. J.C. Penney's monthly catalog is mailed to 14 million customers nationwide.
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Macy's Inc. (M) uses gay-friendly graphics in some of its windows during Gay Pride Month in June. "We support, and have for many years, pride parades in many cities," Macy's spokesman Jim Sluzewski said.

A Sears store in a Toronto mall that was along the route of this year's gay-pride parade in that city had models holding flags in rainbow colors, the symbol of gay pride. A spokesman for Sears Canada said the Toronto store was the only one that had such a display. Sears doesn't do gay-pride displays in the U.S...

(Excerpt) Read more at online.wsj.com ...


TOPICS: Constitution/Conservatism; Culture/Society
KEYWORDS: ads; corporateamerica; gaypride; homosexualagenda; jcpenney; moralabsolutes; retail; sears
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To: kevcol

btw, the homosexual Alaska Airlines site can not be accessed from the standard site. It is meant to be “under the radar”. That is, homosexuals know about it but your average American does not.

And it is not unintentional on the part of Alaska airlines. If you go to their site map from any screen (even one of the gay screens), it is not on the site map.

There are two ways to find it: 1. someone posts it like I did here or 2) you google alaska airlines and gay.

The company is trying to have their cake and eat it too. It is sleazy beyond belief.

And check out their “gay package deals” with a discount code. It would be interesting if a straight person used those discounts on a trip that coincides with one, though you may find the rest of the people on the plane a bit more interesting than normal.


41 posted on 07/16/2012 9:00:41 AM PDT by cuban leaf (Were doomed! Details at eleven.)
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To: longtermmemmory

2% is the number that I’ve always heard. Much ado about nothing. However, it is standard operating procedure for all minorities, blacks, Jews, and homosexuals to inflate their representation in the population - or at least to try and make the MSM, Hollywood and the rest of the discretionary capitalistic environment to think they are.


42 posted on 07/16/2012 9:00:41 AM PDT by Gaffer (NOVEMBER !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!)
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To: pfflier
The American public has been a victum of the greatest PR scam of scams over the issue of queers.

The same old lies over and over will start to sound like the truth.

43 posted on 07/16/2012 9:02:38 AM PDT by oldtimer
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To: kevcol

JC Penney discriminates against black rappers like R Kelly who like to pee on underaged girls. Is JC Penney racist? Or do the judge people based on sexual practices? R Kelly and black rap ARTISTS have human rights too.

JC Penney is racist and sexist... and so is Kraft Foods - they discriminate against black rappers - black rappers who have different sex practices than uptight right wing Christians. It’s time for equality and human rights....


44 posted on 07/16/2012 9:03:44 AM PDT by GOPJ (Innocent people dying was the objective of Fast and Furious......... Ann Coulter)
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To: Beagle8U

LOL (”isle” should be “aisle” though)

Too funny.


45 posted on 07/16/2012 9:03:53 AM PDT by Mich Patriot (Today if you invent a better mousetrap, the government comes along with a better mouse. RReagan)
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To: kevcol

The pedophile and goat market can’t be too far behind.


46 posted on 07/16/2012 9:04:00 AM PDT by WKUHilltopper (And yet...we continue to tolerate this crap...)
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To: kevcol

JC Penney discriminates against black rappers like R Kelly who likes to pee on underaged girls. Is JC Penney racist? Or do the judge people based on sexual practices? R Kelly and BLACK RAP ARTISTS have human rights too.

JC Penney is racist and sexist... and so is Kraft Foods - they discriminate against black rappers - black rappers who have different sex practices than uptight right wing Christians. It’s time for equality and human rights....


47 posted on 07/16/2012 9:04:45 AM PDT by GOPJ (Innocent people dying was the objective of Fast and Furious......... Ann Coulter)
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To: kevcol

I go to a store to buy a product at a fair price. I do not go to a store to learn about diversity or financially support a company’s political correctness.
If your store just oozes rainbows, it better be either a religious book store or a baby nursery themed outlet.
If I see guy/guy models, rainbow kerchiefs and ladies holding hands, you might as well put spiked dog collars and dildos in the window to complete the picture.
At which point, I retch just a little and walk on by.


48 posted on 07/16/2012 9:05:03 AM PDT by bossmechanic (If all else fails, hit it with a hammer)
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To: Clock King
Homosexuals are only 4% of the population that buy the EXACT same things that everybody else does, so they aren’t a “new untapped market”. The academic fools keep deluding themselves.

Look, we're all having fun here - and you're being logical and truthful - - it's a buzzkill... (Just kidding - isn't it fun liberals can't do the logic OR the math?)

49 posted on 07/16/2012 9:09:32 AM PDT by GOPJ (Innocent people dying was the objective of Fast and Furious......... Ann Coulter)
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To: kevcol
a group that wields substantial buying power

Pure BS. They aren't any better off than heterosexsuals.

These jackasses make it sound as if homosexuals are the at the top positions of every corporate ladder and not hairdressers, female impersonators, public restroom prowlers, and out of work actors and dancers.

50 posted on 07/16/2012 9:12:57 AM PDT by N. Theknow (Kennedys=Can't drive, can't ski, can't fly, can't skipper a boat, but they know what's best for you.)
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To: Right Wing Assault

> I like Stafford shirts from Penney’s. Who sells something similar?

LL Bean.

So far, they’ve stayed out of politics.


51 posted on 07/16/2012 9:13:25 AM PDT by Westbrook (Children do not divide your love, they multiply it.)
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To: kevcol

Didn’t JC Penney just can the CEO last month?


52 posted on 07/16/2012 9:33:01 AM PDT by Calvin Locke
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To: Mich Patriot
No, they all belong on an Isle, isolated from everyone until they all die of GRIDS.
53 posted on 07/16/2012 9:33:05 AM PDT by Beagle8U (Free Republic -- One stop shopping ....... It's the Conservative Super WalMart for news .)
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To: Vigilanteman

Shopping for a school aged boy!?!?!?!? I’m shocked, SHOCKED!


54 posted on 07/16/2012 9:42:43 AM PDT by ichabod1 (Spriiingtime for islam, and tyranny. Winter for US and frieeends. . .)
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To: C19fan
That 4% of the population does have a lot of purchasing power. Given the nature of their “lifestyle” you sure have lots of money to spend when you do not have kids to clothe, feed, etc.

Gays would probably rather die than be seen in J.C. Penney. Gays don't shop where Joe Six-Pack shops.

55 posted on 07/16/2012 9:42:51 AM PDT by Sans-Culotte ( Pray for Obama- Psalm 109:8)
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To: pfflier
Nope, just a very influential 4%.

One has to wonder what that percentage is in DC. I suspect it is nearer ten to fifteen. How otherwise could they wield so much power.

56 posted on 07/16/2012 10:04:06 AM PDT by itsahoot (IÂ’ve lost even my write-in candidate now.)
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To: Beagle8U

Works for me.


57 posted on 07/16/2012 10:05:07 AM PDT by Mich Patriot (Today if you invent a better mousetrap, the government comes along with a better mouse. RReagan)
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To: Yaelle
OK I've been spanked about SYTYCD. One thing though, weren't the tabloiods all atwitter about one of the male judges flirting with one of the male dancers?

Thanks for bringing up Glee. I've heard some gay activists bragging that they finally got "their" program.

Do you remember the cancellation of Ellen Degeneres when she first came out? I think they had a false start on her next show until the latest one stuck, or was rammed down out throats.

58 posted on 07/16/2012 11:24:19 AM PDT by pfflier
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To: kevcol
retailers are testing ways to cozy up to a community that by one estimate is as many as 16 million strong and has almost double the disposable income of the average American

No other oppressed minority has ever had it so good.

59 posted on 07/16/2012 11:25:12 AM PDT by Constitutionalist Conservative (I'm a constitutionalist, not a libertarian. Huge difference.)
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To: itsahoot

Money is more powerful than population numbers. That is the essence of lobbying.


60 posted on 07/16/2012 11:26:09 AM PDT by pfflier
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