Target started the year with many big moves in effort to reestablish its brand and win back customers’ trust. The latest effort is focused on the retailer’s role in the neighborhood.
Earlier in 2026, the retail giant appointed former CFO and COO Michael Fiddelke as its new CEO, a move that signaled a major transformation for the company. Over the last couple of months, Fiddelke has been leading a $5 billion “New Chapter” strategy, which involves refreshing and decluttering stores, curating demanded products and enhancing delivery services.
Just recently, I reported on Target’s quiet expansion of THC hemp drinks’ reach with 72 new licensees in Minnesota, launch of a limited-edition Andie swimwear collection, and partnership with a viral influencer for an under-$40 fashion line.
All the recent changes, deals and upgrades come after Target had a challenging 2025, as it faced scrutiny over how it handled certain social issues and diversity, equity, and inclusion programs.
Some of these issues led to boycotts and a drop in overall sales, with the full-year 2025 net sales dropping 1.7% to $104.8 billion, reflecting a 2.6% decrease in comparable sales, according to its 8-K filing with the Securities and Exchange Commission (SEC).
The retailer is not backing down from its transformation mission aiming to win over customers. In a recent development, Target launched an initiative to enhance 13 different communities across the country.
Target invests $1 million in 13 different community projects across the U.S.
Target has launched an initiative called “Bullseye Builds” for 2026, investing $1 million in 13 different community projects across the United States. The retailer is using its own professional design experts and a number of employee volunteers to physically transform certain areas across these communities.
The projects are scheduled to roll out through the year, beginning this May in Denver and Las Vegas, before moving to other major hubs including Washington D.C., Austin, and Seattle. Each project is tailored to the specific needs of the local area.
For example, in Denver, Target and its team of professionals and volunteers will upgrade a local elementary school’s wellness and outdoor learning spaces. In Las Vegas, the retailer is teaming up with a nonprofit to redesign food pantry areas, making them more welcoming and efficient.
“At Target, we believe investing in the places we call home builds strong communities and strong partnerships,” stated Kiera Fernandez, chief community and stakeholder engagement officer. “And our Bullseye Builds bring that belief to life. What makes this work different is how it starts. We listen to learn about local needs, then pair those insights with the creativity of our team members and Target’s signature style and design expertise.”
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Target’s 2026 Bullseye Builds program highlights:
- Financial investment: Target is backing the 2026 initiative with a $1 million investment aimed at revitalizing shared community spaces.
- Scope and scale: The program will complete 13 specific builds across the United States in 2026, targeting neighborhoods where the company has a physical presence (stores or supply chain facilities).
- Volunteer power: The projects are “powered by Team Target,” using the hands-on labor of employees. In 2025 alone, Target team members contributed 1 million volunteer hours.
- Project locations and timeline:
May: Denver, CO, and Las VegasJune: Washington, D.C.
July: Logan Township, NJ, and Seattle
September: Austin, TX; Columbus, OH; Orlando, FL; and St. Louis, MO
October: Birmingham, AL, and Jersey City, NJ
November: Phoenix, AZ
TBD: Minneapolis-St. Paul, MN
Why Target’s community projects matter for the retailer and its customers
With this initiative, Target is transforming its image from a “place to go” to a “community partner.”
In fact, a study on Retail Community Engagement published on ResearchGate reveals that “managers can indeed build stronger customer relationships through community engagement, as customers are more apt to be trusting of and committed to retailers perceived to be more actively engaged in the community.”
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Moreover, brand leadership expert Denise Lee Yohn emphasized the importance of actual “story-doing” versus storytelling.
“You know, there’s been a lot of talk lately about brand storytelling but story-doing has a lot more impact. You don’t need to run ads telling people you care about them and their communities. Take action to actually help others and you will be strengthening your brand far more effectively and sustainably,” Yohn highlighted.
Additionally, Target is trying to prove that its commitment to good design extends beyond the products on its shelves. The retailer is sending thousands of employees to install furniture, paint murals, and renovate community centers, strengthening the neighborhoods where its customers and employees live.
What consumers get from the Target’s Bullseye Builds initiative:
- Designer public spaces: Professional murals and modern furniture brought to local parks and schools
- Functional upgrades: Better layouts and equipment for community essentials like food pantries
- Neighborhood partnership: Hands-on help and direct interaction with local “Red Vest” volunteers
- Locally tailored projects: Improvements customized to fit the specific identity and needs of each city
Target has supported local communities throughout its history
This is not Target’s first initiative of this kind.
The 2026 Bullseye Builds program is an expansion of an initiative that officially started in 2024, when Target sought to go beyond simply awarding grants to instead physically transform the spaces where its customers and team live.
The program evolved from Target’s long-standing Hometown grants and general volunteerism. Before the “Bullseye Builds” branding was solidified, Target engaged in similar one-off projects. For example, the program’s focus on “design meets community” was piloted in earlier years through various local renovations.
The retailer has a decadeslong history of corporate giving 5% of its profit to communities, dating back to 1946. Today, this percentage equals millions of dollars a week, according to Target.
In 2025, the Bullseye Builds program continued helping the company hit its goal of 1 million annual volunteer hours.
Target’s recent moves and deals to win back shoppers’ trust
Once a business loses customers’ trust for any reason, it’s very hard to regain. Consumers do not easily forgive, and often quickly move to another brand or retailer. According to Nielsen IQ’s 2026 Consumer Outlook, 95% of consumers say brand trust is now the most critical factor when choosing where to shop.
In March 2026, Target aimed to win back that trust by launching a new three-day sale, Target Circle Deal Days. The offer focused on deep discounts for spring essentials, specifically for members of their loyalty program.
While in the current economy, any discounts are welcomed and highly praised by value-seeking consumers, analysts have warned that heavy discounting is not a long-term solution, but rather a short-lived sales boost.
“The price cuts are a step in the right direction, but they alone are not enough to win back customers. The winning playbook is broader than simply lowering prices,” said CFRA analyst Arun Sundaram, as reported by Reuters.
It is important to focus on the “step in the right direction” part, as Target hasn’t only focused on better deals and offerings, but has also made many changes at stores.
The retailer recently standardized employee dress codes for better service, removed cereals with artificial colors, offered big incentives for parents, and launched several exclusive limited-time partnerships to reclaim its reputation as a desired shopping destination.
Only time will tell how many steps it will take for Target to reestablish its image. In the meantime, the community will certainly benefit from its initiatives and deals.
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