Target is jumping on-board the gay marriage issue, and most gay groups seem to be welcoming the popular retailer with opened arms.  This week, the trendy department store debuted the ad above featuring a gay couple pushing the Target wedding registry.

Maybe it’s the chain’s love for the almighty dollar or maybe it’s the gay community’s love for reasonably priced cute crap.   Either way, this seems to be a relationship that will be easily repaired.

In the past Target has been caught giving money to help fight gay rights efforts and even recently came under fire for not carrying Frank Ocean’s debut single.  Ocean’s people say it is clearly homophobic, but Target says they just can’t stock everything.

Whether their reasoning for suddenly supporting marriage registry equality is driven by financials or ethics, it’s clear that Target expects gay marriage to soon be something they’ll see in every market.