Target elevated its social activism a week ago, boasting of a new policy allowing transgender “team members and guests” to use whatever restroom they like, and largely has remained mum on the issue since. But its board members and stockholders might have something to say soon, as the company’s value has plunged billions of dollars since the announcement.

A boycott organized by the American Family Association over the company’s aggressive move surged past 1 million participants Thursday night. On Friday, the count still was exploding, rising from 1,020,650 to 1,023,850 in minutes. The signers of the petition agreed that Target’s store policy “endangers women and children by allowing men to frequent women’s facilities.” FULL REPORT