Target's liberal bathroom policy is getting backlash from consumers.
Two weeks ago, the store stated that customers and employees can use the restroom or fitting room that corresponds with their gender identity.
Customer surveys from two separate research firms show Target's reputation has since fallen dramatically.
"If you have man parts, you go to a man bathroom, if you have lady parts you go to the ladies bathroom," one Target shopper said.
More than 1 million people have signed a boycott petition from the American Family Association.
The group says Target's policy is "exactly how sexual predators get access to their victims."