L.A. Pride is this weekend, and if you're looking to outfit yourself in rainbow clothes, jewelry, accessories and more, you should have NO problem.
Many major retailers are going above and beyond to create Pride-themed displays.
Paul Smith, for example, temporarily painted over its big, pink wall outside the L.A. store.
"For Pride Month, it's been transformed into rainbow stripes in a collaboration with — fittingly — Instagram," says Michelle Dalton Tyree of Fashion Trends Daily.
There's a big retail advantage in showcasing love for LGBT people, and the opposite is true, too.
"We saw this year that there's a huge economic cost to NOT openly supporting the LGBT community," says Tyree.
North Carolina, for example, lost an estimated $3.7 billion to its economy last year from boycotts to its so-called bathroom bill. Consumers, brands and performers all withdrew investments and appearances from the state because of the policy.
"But social activism from retailers and brands supporting the LGBT community have been building steam considerably over the past decade," she says.
Target began selling Pride merchandise five years ago, and this year they're carrying items in more than 150 stores across the country and on Target.com.
" The Target West Hollywood store has had several tables of Pride-inspired merchandise this year," says Tyree. "Salespeople at the store told me that they've been restocking daily because it's been selling so well."
Rainbow-themed products from Converse and Adidas have been selling out, too, as have unicorn Pride figurines from the L.A. brand Tokidoki.
And in L.A., there's little blowback from customers who don't tolerate LGBT people.
Tech luggage brand Raden, which just launched 14 months ago, set up a colorful rainbow-hued pop-up shop at The Grove and its founder Joshua Udashkin says he hasn't had a problem.
"Even if we alienate some people because this isn't their thing, that's okay," he says. "Whether that brings a sales bump or turns some people off, that's our prerogative at the end of the day."