JC Penney has taken on a whole new identity in the corporate world, with lower prices, new executives, and most famously, ad campaigns that are unapologetically pro-gay. 

But in the first quarter, JC Penney’s total sales fell 20 percent, and a prominent financial columnist says their pro-gay stance is to blame. While many business strategists say the store’s low pricing strategy caused the dip in sales, Al Lewis of the Dow Jones Newswires says JC Penney is too gay for most customers.

Lewis starts making his case by pointing out that, in observance of Father’s Day, “Gay C. Penney” included an image of two real-life gay dads in its most recent catalogue. He also points out that the so-called “One Million Moms” have vocally objected. They also vocally objected to using comedian and talk show host Ellen DeGeneres as the company’s spokeswoman because she is a lesbian. And Lewis says the group might have a point.

“It’s fair to say One Million Moms hardly represents a million moms, and if it did, many of their children would be gay, according to the law of large numbers,” he wrote. “It’s also fair to say this organization, though often branded as antigay, is expressing a sentiment common among the middlebrow demographic that JCPenney serves.”

In response to the One Million Moms protest, there have been a number of planned shopping days at JC Penney launched by LGBT customers. Many have said this pro-gay attitude will help the store, but the numbers seem to disagree. What do you think?