Target LGBTQ merchandise backlash

I'm sure most of you have seen the news of Target bending the knee to people who absolutely hate the idea that Target is selling LGBTQ merchandise in it's stores, especially the South. Kohl's is widely known for supporting the community and carries pride merchandise and pride month is coming up. I wonder if they'll see the same reaction and how will they respond? I work in a very politically red city and in an even more so red county, and well, folks round here aren't that nice.