by Target faced significant challenges in early 2025 but is now making strategic moves to regain shopper trust. With new store openings, eco-friendly product launches, and major summer sales, Target aims to reaffirm its position as a top retail destination in the US.
What Happened
In early 2025, Target encountered public backlash and operational hurdles. A 40-day boycott began in March after Target reduced its Diversity, Equity, and Inclusion (DEI) initiatives, including cutting minority hiring goals and ending its racial justice committee. This sparked protests at stores and widespread criticism online.
At the same time, rising product prices affected consumer perception. New tariffs led to sharp price increases on imported goods, including popular Target-branded items like USB-C cables, which surged nearly 80% in price.
Key Details
| Aspect | Information |
|---|---|
| DEI Changes | Reduced minority hiring goals and ended racial justice committee. |
| Boycott Impact | Protests and negative online reactions lasting 40 days. |
| Price Increases | Tariffs under President Trump raised costs, with some items nearly doubling in price. |
| New Store | Opening in Brown Deer, Wisconsin, part of “The Marketplace of Brown Deer” mixed-use project. |
| Eco-Friendly Products | Added Blueland sustainable cleaning supplies priced between ₹6.99 and ₹13.99. |
| Summer Sales | “Hello Summer” event offers up to 50% off on thousands of items until May 26. |
Reactions or Statements
Target’s CEO acknowledged the price hikes due to tariffs but reassured customers about efforts to maintain value. Sarah Paiji Yoo, co-founder of Blueland, emphasized that partnering with Target helps make sustainable products more accessible nationwide.
Investigation or What’s Next
Target’s comeback plan focuses on:
- Expanding community-focused retail spaces.
- Increasing availability of eco-friendly products.
- Offering significant discounts to attract value-conscious shoppers.
The Brown Deer store is expected to complete by late 2026, creating a shopping-living hub. Meanwhile, Target’s ongoing “Hello Summer” sale and future promotional events aim to boost foot traffic and customer loyalty.
FAQs
Q1: Why did Target face a boycott in early 2025?
A1: The boycott followed Target’s rollback on DEI initiatives, including cuts to minority hiring goals and ending its racial justice committee.
Q2: How have tariffs affected Target prices?
A2: New tariffs on imported goods caused price hikes on several products, such as electronics and everyday essentials.
Q3: What eco-friendly products are now available at Target?
A3: Target added Blueland’s sustainable cleaning products, including detergents and soaps, priced affordably.
Q4: When is the new Target store in Wisconsin opening?
A4: The Brown Deer store is part of a mixed-use development scheduled for completion by the end of 2026.
Q5: What discounts are available in Target’s 2025 summer sales?
A5: Discounts include up to 50% off on summer items, 40% off women’s dresses, and special deals on kids’ sleepwear through May 26.
Summary / Final Takeaway
Despite a rocky start to 2025 marked by DEI controversies and price increases, Target is actively reshaping its strategy.
Through new community-focused stores, sustainable product offerings, and attractive seasonal sales, the retailer is working to rebuild customer trust and remain competitive in a challenging retail landscape.
Shoppers can expect more value-driven and eco-conscious options as Target progresses toward recovery.
