I think the market is no where near 2%, it’s much lower. Gays themselves are not in lockstep regarding gay marriage. I know a number of gays who believe marriage should be one man/one woman.
These companies might want to research the gay lifestyle a little more closely. They do not lead the same type of lifestyle as most people. Their purchasing habits are quite different.
I can see Amazon pandering. They probably get gay business. Target may get some business but not their wedding business. JC Penney has always be a traditional American store. Gays rarely go there. It is not dramatic enough.
We need more companies like Chic-fil-A who know who their coustomer base is and are careful not to offend them. These coporate atrocities do not seem to mind if their ads are offensive to parents and small children. Not to mention that gay marraige is still against the law in most states so they are encouraging them to break it.