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Under its new CEO, Target has been making major changes to its stores in recent months to reconnect with customers after years of declining sales.
As the company’s new strategy rolls out, it is seeing an unexpected shift in customer behavior as it works to regain its footing in retail.
In February, Michael Fiddelke became Target’s new CEO.
The leadership change came after the company struggled to boost its sales last year amidconsumer boycottsover its rollback of diversity, equity, and inclusion policies.
It also faced challenges inattracting price-sensitive consumersinto its stores due to economic pressures such as tariffs,inflation, and a slow housing market.
In 2025, Target’s comparable sales decreased by 2.6% year over year, while itsoperating incomedeclined by roughly 8%, according to itsfourth-quarter earnings report for 2025.
Shortly after stepping into the role of CEO, Fiddelke sent amemoto employees, stating that Target has “real work to do” to re-engage customers.
He broke this task down into four main steps: “leading with merchandising authority,” “elevating the guest experience,” “accelerating technology,” and “strengthening our team and communities.” “We will make clear choices, invest where it matters most and bring this strategy to life through our stores, our digital experiences, and — most importantly — our people,” said Fiddelke in the memo.
Related: Target’s push to end customer boycotts hits major snag Since launching this new strategy, Target has made several significant in-store changes.
In March, it launched a newBaby Boutique departmentin hundreds of its stores, which features 2,000 new baby items, including premium brands.
It also expanded its Baby Concierge service.
Additionally, it added a front-of-department gifting area in almost 1,000 stores.
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