Target is reportedly getting hit with a 40-day boycott by some consumers. Atlanta-based Rev. Jamal Bryant has urged consumers to avoid spending money at the retailer for the entirety of Lent, the New York Post reported.

Lent began Wednesday and will run through April 17.

The 40-day boycott is in response to a recent move by Target to scale back its diversity, equity and inclusion (DEI) policies, according to the outlet.

The retailer said in late January that it was altering its DEI efforts, including stopping external diversity-focused surveys and renaming its "Supplier Diversity" team the "Supplier Engagement," FOX Business reported at the time. The company also said it was concluding its three-year DEI goals and ending its Racial Equity Action and Change (REACH) initiatives in 2025, as planned.

"We remain focused on driving our business by creating a sense of belonging for our team, guests and communities through a commitment to inclusion," Target Chief Community Impact and Equity Officer Kiera Fernandez said in a message to employees at the time. "Belonging for all is an essential part of our team and culture, helping fuel consumer relevance and business results."