Target has surprising announcement about what’s next

Have you ever noticed how there are Walmart people and there are Target people?

Walmart people appreciate convenience and value. They load their carts with staples thanks to Walmart’s “Everyday Low Price” strategy. That is, consistent low prices without the need for frequent promotions.

The approach does two things for consumers: it builds trust and simplifies the shopping experience. You don’t have to load up on products when they’re on special because, well, they’re always pretty much the same price.

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Target people like their shopping with a side of style.

They may prioritize cheap, but they want it chic. You’re as likely to find people browsing Target private label brands like Good & Gather, Threshold, or Cat & Jack as you are to find shoppers stocking up on paper towels, shampoo, and laundry detergent.

One thing the two retailers have in common these days? Figuring out how to deal with tariff pressures.

Both retailers import around a third of their goods, many from China, according to Reuters.

While Walmart (WMT) warned consumers in early 2025 that it would have to raise its prices if President Donald Trump’s planned tariffs drove up the prices of important products, Target said it would do the opposite.

But more recently, Target (TGT) CEO Brian Cornell has said Target will be forced to raise prices, too.

Like many retailers, Target is dealing with tariff news.

Image source: MDoculus/Getty Images

Target controversies continue to haunt the retailer

Tariff news is only the latest issue affecting Target’s outlook. As anyone who follows retail news knows, over the last couple of years, Target has been at the center of a cultural firestorm.

Just a few months ago, the retailer quietly rolled back several of its diversity, equity, and inclusion (DEI) initiatives, a move that ignited a consumer boycott and was partly to blame for a $12 billion loss in market value. At the same time, shares tumbled by $27.

For years, Target had positioned itself as a corporate leader in DEI, so the company's backpedaling felt like a betrayal to many customers.

The backlash didn’t stop with customers. Investors filed a class-action lawsuit accusing Target of misrepresenting its DEI commitments. Their claim: the company overstated its values to appeal to socially conscious investors, then abandoned them when it became politically inconvenient.

This all followed the Pride merchandise backlash of 2023/2024, including misinformation about “tuck-friendly” swimsuits for kids, which led to threats.

With falling sales, rising tariffs, and an identity crisis at its core, Target is learning the hard way that values-driven branding comes with a cost, especially when you backpedal.

Target cut its annual outlook in May. The company’s annual sales have been down two years in a row and are expected to fall again this year.

Despite those missteps, Target announced it is planning to grow.

Target reveals big expansion plans

That's right — despite Target’s very strong headwinds, the retailer announced plans to open 48 new stores across 22 states including Texas, Arizona, California, Florida, and North Carolina; Texas and Florida will each gain six new stores.

Target locations coming soon, per the company's website: