Target has strong message for disappointed customers
Target has spent the past few years battling a reputation problem that has proven difficult to shake.
Once known for clean, well-merchandised stores and a "cheap chic" shopping experience, the retailer has more recently faced criticism from shoppers over messy aisles, inconsistent inventory, and a lack of the excitement that once made it a go-to destination for impulse buying.
I've shared my fair share of Target criticism as well.
After all, I've been shopping at Target for roughly 25 years. And while it used to be a fun and exciting experience, lately, going to Target has become more of a chore.
Part of it is that the inventory has gotten boring -- that is, if you can actually find what you're looking for. And while impulse purchases at Target used to be a huge concern for my 25-year-old self, these days, I can easily walk out of the store with only the things I came in for.
That speaks to Target's uninspired selection more so than my self-control.
But that shift in shopper behavior isn't a me thing – many former Target fans feel similarly. And now, the company has a big challenge on its hands. It needs to restore the sense of discovery that once defined the brand.
Despite that backdrop, the retailer's latest earnings show meaningful progress in its turnaround efforts.
Target posts solid Q1 growth as traffic improves
Target delivered stronger-than-expected results in its first quarter 2026 earnings report:
- Net sales rose to $25.4 billion, an increase of 6.7% year over year, representing a $1.6 billion gain compared to the same period last year.
- Comparable sales increased 5.6%, driven primarily by a 4.4% rise in customer traffic.
The company has also leaned into new merchandising strategies aimed at reigniting store excitement.
Related: Iconic clothing retailer has (old) new plan to win customers back
In March, Target launched a new Baby Boutique department across hundreds of stores featuring roughly 2,000 new baby items, including premium brands. It also expanded its Baby Concierge service designed to help new parents navigate product categories more easily.
At the same time, Target is pushing ahead with a broader physical store refresh strategy.
The company is remodeling more than 130 stores as part of an effort to modernize layouts, improve product presentation, and enhance the overall shopping experience.
Target still has work to do to win shoppers back
Even with improving sales, Target executives are clear that the company is not yet where it wants to be.
During the company's most recent earnings call, CFO Michael Fiddelke acknowledged both the progress and the gap that remains.
"While we're pleased that this year's Q1 net sales were also 3.7% higher than in Q1 of 2024, that's well below the level of 2-year growth we aspire to deliver over time," he said.
That tension between improvement and long-term expectations is reflected in broader shopper behavior as well.
Same-store visits at Target increased 7.1% in February, 6.5% in March, and 4.8% in April, according to Placer.ai data, suggesting that more consumers are returning to stores even if spending patterns remain uneven.
Still, management remains optimistic about the company's direction. And it's clear that the company is committed to improving the shopping experience across the board.
"This team is hungry. With a renewed focus on what is possible and the team of more than 400,000 strong that solidly aligned behind our priorities, we're confident in our ability to deliver on our strategy and business plans, both this year and over time," Fiddelke said.
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For Target, the next phase of its turnaround will depend on whether those improvements in traffic and sales can translate into something more durable – a return to being not just a convenient store to visit, but a place where shoppers still want to spend more than they planned.
The company plans to focus on a few key areas to boost sales and rebuild its reputation:
- Improving in-store inventory
- Making products easier to find
- Investing in payroll and training
- Revitalizing merchandise with a focus on relevance
- Expanding digital growth
All told, though, things are looking up for Target. And if the company can make good on its pledges, it stands to win back customers in a very meaningful way.
Maurie Backman owns shares of Target
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This story was originally published May 23, 2026 at 9:17 AM.