While it’s customary for Pride-themed merchandise to spike during the month of June-a practice known as rainbow capitalism, and that’s often criticized and compared to pinkwashing-there’s still tremendous value that can come from rocking rainbows during this time of year, as it helps increase visibility and may lend support and encouragement to others within the LGBTQ community who are still exploring their identities.

Last year, COVID-19 put a big damper on Pride Month festivities, but this season, there’s cause to celebrate in more ways than one and many major retailers are getting in on the action.