Target is "respectfully" requesting that shoppers not bring guns into their stores.
The retailer posted a notice on its website Wednesday and quickly drew attention on Twitter.
"Our approach has always been to follow local laws, and of course, we will continue to do so," the notice says. "But starting today we will also respectfully request that guests not bring firearms to Target – even in communities where it is permitted by law.
"We've listened carefully to the nuances of this debate and respect the protected rights of everyone involved. In return, we are asking for help in fulfilling our goal to create an atmosphere that is safe and inviting for our guests and team members."
The retailer says guns in the store are "at odds" with the family atmosphere it champions.
A month ago, the group Moms Demand Action for Gun Sense in America launched a petition asking the company to prevent customers from carrying firearms in Target stores. The petition drew nearly 400,000 signatures. The group issued a statement Wednesday applauding Target's decision.
"Moms are thankful that Target responded quickly to the call of nearly 400,000 Americans and asked customers to keep their firearms at home," Shannon Watts, the group's founder, said in the statement. "Moms everywhere were horrified to see images of people carrying loaded assault rifles down the same aisles where we shop for diapers and toys.
"Like Chipotle, Starbucks, Facebook, Jack in the Box, Sonic, and Chili's, Target recognized that moms are a powerful customer base and political force – and you can respect the 2nd Amendment and the safety of customers at the same time."