The start of 2025 has been rough for many major US retailers, and Target is no exception. The popular retail chain has faced criticism, boycotts, rising prices, and changes in customer behaviour. But despite the hurdles, Target is working hard to bounce back and reconnect with shoppers. With fresh store launches, eco-friendly products, and huge summer sales, Target is trying to show customers that it’s still a go-to shopping destination.
Target Faces Tough Times in Early 2025
At the beginning of the year, Target was in the headlines for all the wrong reasons. A boycott that lasted 40 days began in March after the company pulled back on its DEI (Diversity, Equity, and Inclusion) efforts. The move upset many customers, especially after Target ended programs that were helping Black employees grow their careers. It also dropped its hiring goals for minority staff and disbanded its racial justice committee.
The boycott saw protest scenes at stores, with clothes thrown across floors and angry comments online. While Target wasn’t the only company to roll back DEI policies—others like Amazon, Google, and Walmart did the same—it was one of the most visible cases.
Trump’s Policies Bring Pricing Woes
In addition to the backlash over DEI, rising prices at Target have added to the retailer’s troubles. Thanks to new tariff plans from President Donald Trump, items imported from overseas are now more expensive. A simple USB-C charging cable from Target’s Heyday brand shot up from $9.99 to $17.99—an 80% price hike.
This sharp increase is not just limited to one item. Prices on many Heyday products are rising, making back-to-school shopping and everyday essentials more expensive. Even Target’s CEO warned customers that prices might go up in some categories due to these tariffs.
A New Direction: Target’s Comeback Moves
Despite these challenges, Target is making a strong push to win back shoppers’ trust and interest. The company has rolled out three big changes.
1. New Store Opening in Wisconsin
Target is launching a brand-new store in Brown Deer, Wisconsin, which will be the centre of a major development project called The Marketplace of Brown Deer. This space won’t just be a store—it’ll include apartments and other shops, creating a full shopping and living experience for the community. It’s set to be completed by the end of 2026, giving Target a strong local presence in the area.
2. Eco-Friendly Products Hit the Shelves
Target is now stocking Blueland, a popular brand known for sustainable cleaning products. This includes dishwasher detergent, laundry tablets, toilet bowl cleaners, and hand soaps. The products are priced between ₹6.99 and ₹13.99, making eco-friendly choices more affordable and accessible.
Blueland’s co-founder Sarah Paiji Yoo shared that partnering with large retailers like Target helps bring these safer, planet-friendly products to more homes across the country.
3. Big Summer Sales and Offers
Target’s “Hello Summer” event is already underway and runs until May 26. Shoppers can enjoy up to 50% off on thousands of summer-related items, including clothing, home goods, and outdoor essentials. Some deals include 40% off women’s dresses, 30% off men’s summer wear, and buy-one-get-one 50% off on kids’ sleepwear.
There are also free giveaways happening every Saturday in June, along with special Target Circle deals for members. With more than 10,000 new summer items priced as low as $1, the company is betting on value to bring people back into its stores.
Target’s Plan to Stay Competitive
While 2025 started with problems, Target is taking steps in the right direction. By focusing on improving customer experience, offering affordable options, and introducing eco-conscious products, the retail giant is trying to turn things around. It’s clear that Target still wants to be a leader in the retail space—even if the road ahead isn’t smooth.
Target is trying hard to overcome a tough beginning in 2025. With a mix of new store openings, sustainable product launches, and strong seasonal sales, the company hopes to rebuild its bond with customers. The future will depend on how well it manages price changes and regains the trust of its shoppers—but the signs of a comeback are already showing.