Remember when shopping at Target was actually fun? You’d walk in with a budget in mind and hope that by the time you left, you didn’t more than triple it.
But if you’ve spent a meaningful amount of time at a Target store lately, you probably know that shopping there is now more of a chore than anything else.
Target may still be your go-to store when it comes to buying essential household products or groceries. But it’s probably not your “fun shopping” destination anymore.
Of course, Target is trying to change that. In a release earlier this year, Target said that it’s focusing on four growth priorities in 2026 and beyond. And one of them is to “lead with merchandising authority by setting trends with differentiated, culturally relevant assortments that win in style, design and value.”
That’s certainly not a bad plan. But Target may have bigger issues to address first.
Fix the stores before fixing the merchandise
For years, Target differentiated itself from other big-box chains by offering stylish products in stores that felt clean, organized, and pleasant to shop in. In recent years, though, Target’s reputation has taken a serious hit.
Retail analyst Neil Saunders, managing director at GlobalData Retail, says the in-store experience has deteriorated noticeably. Some specific issues include messy stores, long lines to check out at registers, and understaffing.
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“Visiting Target stores is less pleasurable and less fun than it used to be,” Saunders told CX Dive. “There is far too much friction, and the experience is sometimes unpleasant. That’s an issue as it lowers the probability of people making visits, reduces visit frequency, and weakens conversion and basket size when people are in stores.”
Saunders also pointed out that inconsistent merchandising is part of the problem. But it may also be the easiest thing for Target to fix.
Changing suppliers and investing in new inventory are largely within Target’s control. What the company can’t control as much is customer perception, unless it takes major steps to address its core issues.
Customers agree the Target experience has deteriorated
Retail experts aren’t the only ones raising red flags about Target. Many shoppers say the Target experience simply isn’t what it used to be.
As one Reddit user wrote, “There’s no reason to go to Target,” pointing out that the merchandise isn’t cheap, convenient, or trendy.
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“They used to be a lot cleaner, nicer looking stores with employees you can actually find. Now they are starting to go the way of Sears,” said another user.
Given these issues, Target needs to realize that it probably won’t win customers back on the basis of better merchandise alone.
Sure, it’s a step in the right direction. After all, longtime Target fans surely remember the days when the inventory was outstanding and neatly displayed to make it look too appealing to pass up.
But now, Target needs to reclaim that identity. And that means focusing on operational issues in conjunction with merchandising.
Until the company recreates the in-store experience that once defined the brand, its focus on better products could miss the mark.
Maurie Backman owns shares of Target.
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