The retail giant Target is coming out with same-sex greeting cards to show its support for same-sex marriage.
The greeting cards, which hit some store shelves as early as June, are being created by Carlton Cards, a unit of American Greetings, and will feature such congratulatory phrases as "Mr. & Mr." and "Two very special women, one very special love," according to The Huffington Post.
The cards come out just one month after the Minnesota-based company showed its support for same-sex marriage by teaming with LGBT (Lesbian, Gay, Bisexual, Transgender) activist group Family Equality Council to sell gay pride T-shirts.
The shirts, designed by musician Gwen Stefani, carried phrases such as "love is love," "harmony," and "pride."
Although Target has described itself as a company "focused on diversity and inclusivity," those in support of traditional marriage argue that it is attempting to force its support for same-sex marriage on the rest of society.
Chuck Darrell, spokesman for the pro-traditional marriage group Minnesotans for Marriage, said in an email statement to the Minneapolis Star-Tribune: "People can love whoever they want, however they don't have a right to force same-sex marriage on all of society."
In reaction to Target's release of the gay pride T-shirts last month, the American Family Association, which also supports traditional marriage, said it is important for Target's CEO, Gregg Steinhafel, to "know that a majority of Americans oppose same-sex marriage and are able to use their pocketbooks to voice their opposition to companies that support it."
Others argue that Target is making a lucrative move from a business standpoint.
According to Bob Witeck, CEO of Witeck Communications, which studies trends in the gay community, the buying power of the LGBT community outweighs the risk of losing business.
"What Target and other marketers have figured out is it's not a zero-sum game. The rewards of marketing to gay households are greater than the perceived risks," Witeck told The Minneapolis Star-Tribune, adding that the purchasing power of the LGBT community is roughly $790 billion per year.
As the San Francisco Chronicle points out, Target has had a checkered past with its support of same-sex marriage.
The company came under fire two years when it donated $150,000 to Minnesotans for Marriage, which supported pro-traditional marriage gubernatorial candidate Tom Emmer.
Additionally, Target recently refused to sell singer Frank Ocean's new CD "Channel Orange" shortly after Ocean announced his homosexuality.
Although some claim Target refused to sell the CD due to Ocean's sexuality, the company argues that it did not want to sell a physical CD that was already available on iTunes.
Some news sources speculate that Target is attempting to make amends by heavily promoting same-sex marriage through its shirts and greeting cards.
Target joins other major companies, such as retailer JC Penny and Ben and Jerry's ice cream, in supporting same-sex marriage.