Having lashed out at Nordstrom's earlier for dropping his daughter's products earlier in the day, Trump will hardly be pleased to learn that another major retailer, TJ Maxx parent, TJX Companies, has ordered its employees to throw away Ivanka Trump signs and to display her merchandise separately according to a note to employees on Wednesday, a copy of which was obtained by The New York Times.

“Effective immediately, please remove all Ivanka Trump merchandise from features and mix into the runs,” the note read. “Runs” refers to the normal clothing racks where the majority of products hang. “All Ivanka Trump signs should be discarded.”

Quoted by the NYT, a spokeswoman for the TJX Companies, Doreen Thompson, confirmed that the message had been sent to stores.

“The communication was intended to instruct stores to mix this line of merchandise into our racks, not to remove it from the sales floor,” Ms. Thompson wrote in an email. “We offer a rapidly changing selection of merchandise for our customers, and brands are featured based on a number of factors.”

While Thompson did not respond directly to questions about whether instructing stores to discard signs was unusual a worker at one of the company’s stores, who was not authorized to speak publicly, said she had not received such a request during her several years at the company.

And so another retailer has joined the "anti-Trump" resistance, which has seen moves by other retailers to reduce or eliminate their exposure to Trump. Such pull backs from companies associated with Trump products have been applauded by critics of Trump. Many have called for shoppers to boycott Ms. Trump’s handbags, jewelry, clothes and other accessories. “I think they all have probably been looking closely at Ivanka’s sales numbers and weighing whether they’re worth all the problems she’s brought them,” said Shannon Coulter, who helped found #GrabYourWallet, an online campaign to boycott Trump products.

The #GrabYourWallet campaign has even put together a spreadsheet keeping track of all the retailers currently carrying Trump products.

Others have called for a boycott on those stores boycotting Trump.

Indeed, as the NYT adds, "businesses who do pull back also risk attracting other attacks, and not just from customers who support the president. Mr. Trump is not shy about using Twitter to air grievances against people or companies he thinks have treated him unfairly. On Wednesday, Mr. Trump fired back at Nordstrom, which dropped his daughter’s products from its website last week."

My daughter Ivanka has been treated so unfairly by @Nordstrom. She is a great person -- always pushing me to do the right thing! Terrible! — Donald J. Trump (@realDonaldTrump) February 8, 2017

In a statement last week, the department store said that its decision had been based on sales performance, not politics. Nordstrom still has Ivanka Trump items in its inventory, which will be sold in some of its physical stores. Shares of Nordstrom dipped slightly after the tweet but quickly recovered, despite many of Trump's supporters tweeting #BoycottNordstrom in the aftermath.

Another retailer, Neiman Marcus, also recently changed its relationship with the Trump brand, "but Ms. Trump’s clothing is still sold at Macy’s, the nation’s largest department store, as well as its sister company Bloomingdale’s, where her shoes and handbags are available online."

Ultimately, some more cynical elements speculate that this is merely a publicity campaign to get ailing retailers' names out in the news. For now it is working: TJX shares are up 0.6% to intraday highs on the news.