When is pride month? Your wallet might want to know: The answer is June, and it’s about to hit your bank account hard.
Mark your calendars because when is pride month rolls around (June 1-30, for those who haven't checked), it's not just about parades and rainbows—it's a full-on commercial assault on your credit card. From Target's "Pride collection" selling $40 t-shirts to airlines hiking up fares for city celebrations, this month has become a retailer's dream and a consumer’s wallet nightmare. A new study shows that the average American planning to attend a Pride event will drop $250 on merchandise, travel, and overpriced cocktails in 2024. But here's the twist: Many of these companies are now facing backlash for "rainbow washing"—keeping the same prices while slashing diversity programs behind the scenes. Your best bet? Skip the corporate merch and support local LGBTQ+ small businesses, or your bank account will be crying "rainbow tears" all month long.