An e-tail titan and a mid-Atlantic grocer are both offering dedicated, LGBTQ-friendly online shopping experiences.
With Pride Month observed in June, Amazon and Giant Food have created special sections of their e-commerce sites featuring curated merchandise and services for customers who are members or allies of the LGBTQ community. The retailers are following the footsteps of specialty fashion brand Kenneth Cole, which launched its new Kenneth Cole Pride 2021 collection in the mobile game “High Heels!”.
Amazon is offering an online Pride shop, featuring products from businesses owned by LGBTQ entrepreneurs. The Amazon Handmade microsite for handcrafted items also has a curated storefront with hundreds of handcrafted items by LGBTQ businesses and products. Customers can also generate donations, at no additional cost, for LGBTQ charities National Black Trans Advocacy Coalition, the Human Rights Campaign Foundation, or The Trevor Project via the Amazon Smile charitable shopping platform.
In addition, the Amazon Live livestream shopping platform is launching its first-ever Pride Festival on June 10-11, with a selection of notable LGBTQ influencers and tastemakers going live. Amazon Books and Amazon 4-star brick-and-mortar stores will feature a selection of curated books by LGBTQ authors.
“The point of Pride, even the word Pride, is identifying the moment when you can actually say this is who I am, I’m proud of who I am, and I’m not going to hide anymore,” said Neil Lindsay, VP of worldwide prime and marketing, Amazon. “One of the reasons I’m proud to be a part of the executive sponsorship team for glamazon (Amazon’s LGBTQ affinity group) is because I admire how much glamazon and affinity groups like glamazon have accomplished.”
Meanwhile, Giant Food has teamed up with CPG companies Procter & Gamble (P&G) and Kellogg's to celebrate Pride Month. Throughout June, a dedicated immersive e-commerce experience on GiantFood.com features exclusive recipes curated by celebrity chef, cookbook author and LGBTQ advocate Elizabeth Falkner and special offers from participating brands. The pages spotlight LGBT-owned brands.
Throughout the month of June, Giant customers can shop special online offers on select items from P&G to help them celebrate Pride Month, including ingredients featured in four exclusive recipes Chef Falkner has created for Giant customers. Each recipe on GiantFood.com is paired with a video of Falkner preparing the recipe, plus a full shopping list and instructions. Customers can directly order all the ingredients for home delivery or in-store pickup.
Giant is also offering Kellogg's limited-edition “Together With Pride” cereal both in-store and online throughout the month of June. The Together With Pride cereal, featuring berry-flavored rainbow hearts dusted with edible glitter, made by Kellogg's in collaboration with GLAAD, supports the non-profit organization's efforts in accelerating acceptance and advancing equality for the LGBTQ community.
"We're excited to team up with P&G and Kellogg's to celebrate Pride Month and support the diverse voices that make our communities so special," said Ira Kress, president of Giant Food and executive sponsor of Giant's Pride Business Resource Group. "Over the past year, we have been working to bring more awareness to our LGBT-owned products through our shelf labeling program and media campaigns. The Pride Month online experience is another great opportunity for customers to discover these products and join us in supporting our LGBT business partners."
Giant is headquartered in Landover, Md., and operates 164 supermarkets in Virginia, Maryland, Delaware, and the District of Columbia.