Picture this: you walk into a Target store, expecting that familiar rush of excitement as you browse trendy clothes, quirky home décor, and maybe grab a Starbucks latte. But instead, the aisles feel chaotic, shelves are half-empty, and the vibe just isn’t the same. For many shoppers, this isn’t just a one-off bad day—it’s become the new normal. Target, once a beacon of cheap chic retail, is grappling with a troubling decline in customer loyalty, plummeting stock prices, and stagnant sales. What’s gone wrong for the retailer that once had us all saying “Tarzhay” with a grin?
The Fall of a Retail Icon
Target’s troubles run deep, with its stock dropping a staggering 61% since its 2021 peak and sales flatlining for four years straight. Shoppers who once flocked to the retailer for its unique blend of style and affordability are now turning to competitors like Walmart and Amazon. I’ve always thought Target’s magic lay in its ability to make everyday shopping feel like a treasure hunt, but something’s shifted. Customers, former employees, and industry experts point to a mix of factors: slipping store standards, uninspired merchandise, and a corporate culture that’s lost its spark. Let’s dive into what’s driving this retail giant’s struggles.
A Fading In-Store Experience
Walk into a Target store today, and you might notice longer checkout lines, messier aisles, and fewer staff members available to help. Shoppers like Mary, a mom from New York, used to visit Target weekly for its curated selection of trendy items. Now, she’s down to once every few months, frustrated by empty shelves and distracted employees focused on fulfilling online orders. “It’s like the store forgot how to be welcoming,” she shared in a recent interview. This sentiment echoes across social media, where customers lament the loss of Target’s once-pristine in-store experience.
“The store used to feel like a curated boutique, but now it’s just chaos. I can’t find what I need, and no one’s around to help.”
– A frustrated Target shopper
The decline in store standards isn’t just anecdotal. Data from analytics firms shows that Target’s foot traffic has dropped nearly every week since early 2025. The culprit? A leaner workforce stretched thin between in-store duties and the demands of a booming e-commerce business. With 96% of online orders fulfilled from stores, employees are often too busy picking items for curbside pickup to restock shelves or assist shoppers. It’s a vicious cycle: fewer staff lead to sloppier stores, which drive customers away.
Merchandise That Misses the Mark
Target built its reputation on offering fashion-forward products at wallet-friendly prices. Limited-time collaborations with designers and exclusive brands turned shopping trips into delightful surprises. But lately, the retailer’s merchandise feels less exciting. Retail consultant Stacey Widlitz notes, “Target’s not as edgy as it used to be.” Recent partnerships, like one with a struggling bedding brand, haven’t sparked the same buzz as past collaborations with names like Kate Spade. Even that collection drew mockery for items like overpriced garbage bags.
- Weaker brand partnerships: Collaborations with less exciting brands fail to draw crowds.
- Generic offerings: Shoppers report a “sea of sameness” in product displays.
- Focus on profit: More shelf space for private labels and national brands reduces discovery.
Why the shift? Target’s chasing higher margins by prioritizing private label products and well-known brands over emerging designers. While this boosts short-term profits, it risks alienating shoppers who loved Target for its unique finds. As one supplier put it, “If Target stops being a place for discovery, why not just shop at Aldi or Walmart?” It’s a fair question, and one that cuts to the heart of Target’s identity crisis.
A Culture War Backlash
Target’s progressive stance once set it apart, earning loyalty from shoppers who valued its commitment to diversity and inclusion. From supporting gender-neutral bathrooms to celebrating Pride with vibrant collections, the retailer wore its values proudly. But recent moves have muddied that image. In 2023, Target pulled some Pride merchandise after reported employee safety concerns, and in early 2025, it rolled back major DEI initiatives following political shifts. These decisions sparked backlash from both progressive and conservative customers, leaving Target caught in a no-win culture war.
“Target was a brand I trusted to stand by its values. Now, it feels like they’re just following the wind.”
– A former loyal customer
The fallout was tangible. Twin Cities Pride, a long-time partner in Target’s hometown, cut ties after the DEI rollback, citing a betrayal of shared values. Shopper traffic dipped significantly after the announcement, with analytics showing year-over-year declines nearly every week since. For some, like Andi Otto of Twin Cities Pride, the shift felt personal. “I grew up shopping at Target,” he said. “Now, I haven’t been back since January.” It’s a stark reminder that brand loyalty is fragile, especially when values seem to waver.
Leadership Changes and Uncertain Futures
As Target navigates these challenges, a leadership transition looms. CEO Brian Cornell, who’s been at the helm since 2014, is nearing the end of his contract. His tenure began with a crisis—a massive data breach—and now, he faces another as Target struggles to regain its footing. The company’s betting on new initiatives, like an Enterprise Acceleration Office led by COO Michael Fiddelke, to spark innovation. But with key executives departing and no clear successor named, investors are left wondering: who will steer Target back to its glory days?
| Challenge | Impact | Target’s Response |
| Declining Store Standards | Lower foot traffic, frustrated shoppers | Increased focus on in-stock items |
| Uninspired Merchandise | Loss of brand excitement | New brand collaborations planned |
| DEI Rollback Backlash | Alienated loyal customers | Engagement with community leaders |
| E-commerce Strain | Overworked staff, empty shelves | Investment in digital infrastructure |
Perhaps the most intriguing question is whether Target can reclaim its brand identity. Cornell’s statement about the company’s “strong assets” and “talented team” feels optimistic, but the road ahead is steep. New store openings and renovations are planned, but will they be enough to win back shoppers who’ve already moved on?
Competition Heats Up
Target isn’t struggling in a vacuum. Competitors like Walmart have upped their game, launching trendy private labels that echo Target’s own playbook. Walmart’s Bettergoods grocery line, with its vibrant packaging, feels like a direct challenge to Target’s Good & Gather brand. Meanwhile, newer players like Shein and Temu are grabbing market share, with data showing nearly 10% of Target’s shoppers also buying from Shein in early 2025. Even Costco and Aldi are luring away customers with better value propositions.
Target’s response? Aggressive price cuts on thousands of items, from baby wipes to school supplies. But this strategy risks trapping the retailer in a cycle of markdowns, eroding profit margins. As one analyst put it, “Target’s trying to compete on price, but that’s not their strength. They’re about the experience.” I can’t help but agree—Target’s charm was never just about low prices, but about making shopping feel special.
The E-Commerce Balancing Act
Target’s digital sales have soared, jumping from $6.8 billion in 2020 to nearly $21 billion in the latest fiscal year. The Drive Up curbside service, accounting for nearly half of online sales, has been a hit with busy shoppers. But this success comes at a cost. Stores doubling as fulfillment centers are stretched thin, leading to inventory issues and a strained workforce. Former employees describe a frantic pace, with staff juggling online orders while shelves go unstocked.
Retail Trade-Offs: 60% Store Operations 40% Online Fulfillment Result: Overworked staff, declining customer service
This imbalance has real consequences. Shoppers notice empty shelves, and employees feel the pressure of cost-cutting measures, like reduced recognition budgets. One retiree shared, “We used to get little perks to keep morale high—now, it’s just grind.” It’s hard not to wonder: can Target keep its digital momentum without sacrificing the in-store magic?
Can Target Bounce Back?
Target’s challenges are daunting, but not insurmountable. The retailer has a history of resilience, bouncing back from crises like the 2014 data breach. Plans for 300 new stores over the next decade signal ambition, and partnerships like the upcoming Warby Parker pop-ups could rekindle excitement. But success hinges on recapturing what made Target special: a joyful shopping experience, unique products, and a clear brand identity.
“Target needs to remember why people loved them. It’s not just about products—it’s about the feeling you get walking through those doors.”
– A retail industry analyst
I’ve always believed Target’s strength lies in its ability to make shopping feel like an adventure. To regain that spark, the retailer must address its operational missteps, rebuild employee morale, and clarify its values. The next CEO will have their work cut out for them, but if Target can rediscover its “Tarzhay” magic, it might just win back the hearts of shoppers like Mary and Otto.
What do you think? Can Target turn things around, or is the retailer’s golden era behind it? The answer may lie in how well it listens to its customers—and whether it can deliver the experience they’ve been missing.
