Target’s Traffic – Better than reported in the news media
In contrast to the frequent press articles that Target’s foot traffic and sales were down mid-to-high single-digits due to consumer backlash over Target’s DEI policy changes, comp-transactions / traffic was down only -2.4%. Comp-sales for the stores were down -5.7%, which was partially offset by a +4.7% in digital sales (which is mainly store-delivery and curbside). As shown in the table below, February was the softest month per Advan traffic, and the period’s reported traffic* was largely in line with the Advan estimate.
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