General merchandise retailer Target (NYSE: TGT) announced better-than-expected revenue in Q2 CY2025, but sales were flat year on year at $25.21 billion. Its non-GAAP profit of $2.05 per share was 0.7% above analysts’ consensus estimates.

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StockStory’s Take

Target’s second quarter was met with a negative market response, reflecting investor concerns about stagnant sales and compressed margins despite meeting Wall Street’s revenue and non-GAAP profit expectations. Management pointed to sequential improvement in store traffic and digital channel gains but acknowledged ongoing challenges from tariffs and inventory adjustments. CEO Brian Cornell described results as “far from satisfied,” noting that the company’s efforts to mitigate tariff impacts and improve store experience only partially offset pressures. Newly announced CEO Michael Fiddelke emphasized an urgent need to speed up organizational change and recapture Target’s merchandising authority.

Looking to the rest of the year, Target’s guidance remains cautious, with management highlighting continued uncertainty from tariffs and shifting consumer spending patterns. Fiddelke outlined three key priorities for recovery: reestablishing Target’s unique style-focused merchandising, improving the consistency of the guest experience, and accelerating technology adoption to drive efficiency. He stressed, “We need to move faster, much faster, and we are,” while CFO Jim Lee reiterated that the company will remain prudent with investments and cost controls as it navigates ongoing volatility. The leadership team’s focus is on building momentum in discretionary categories and leveraging owned brands to drive growth.

Key Insights from Management’s Remarks

Management attributed the quarter’s performance to tariff-related cost pressures, evolving consumer behavior, and early results from assortment and technology initiatives.

• Leadership succession announced: Michael Fiddelke will take over as CEO, with the transition seen as an opportunity to accelerate organizational change and refocus on Target’s core strengths. Outgoing CEO Brian Cornell will remain involved to support continuity.
• Tariff-related margin impact: The company faced notable short-term profitability headwinds from rapidly shifting tariff policies, which required cross-functional coordination to adjust supply chain, sourcing, and pricing strategies. CFO Jim Lee noted that “the bulk of this year’s onetime tariff costs are behind us.”
• Assortment transformation underway: Target’s new FUN 101 initiative in Hardlines delivered strong results, with trading card sales up nearly 70% year-to-date and Nintendo Switch 2 launches boosting electronics traffic. Management plans to apply this style-driven approach to other categories, especially home and food.
• Digital channel and fulfillment strengths: Digital comparable sales grew 4.3%, with Target Circle 360’s same-day delivery up over 25%. The company is testing new fulfillment models in select markets to balance in-store and digital service, aiming to improve both efficiency and customer experience.
• Technology and process investments: Over 10,000 new AI licenses were deployed across teams to accelerate forecasting and inventory planning. Management is prioritizing technology upgrades in stores, supply chain, and headquarters to address legacy inefficiencies and support future growth.

Drivers of Future Performance

Target’s forward outlook is shaped by its focus on merchandising innovation, operational efficiency, and cautious investment in response to an uncertain consumer and tariff landscape.

• Merchandising and assortment focus: Management is prioritizing style-forward product launches and exclusive partnerships, such as the new Champion for Target collection, to drive incremental sales in both discretionary and frequency categories. Fiddelke stressed, “We need to fully recapture our merchandising authority and signature style.”
• Margin recovery initiatives: The company is implementing cost discipline and inventory optimization in response to recent margin pressures, while leveraging technology to streamline operations. Lee expects lower inventory shrink and completed adjustment costs to support operating margin stabilization in the second half.
• Consumer value and pricing: Target is committed to maintaining competitive pricing and value through its owned brands, using price increases only as a last resort. Management acknowledged that consumer price sensitivity and macroeconomic headwinds remain risks to near-term traffic and basket size.

Catalysts in Upcoming Quarters

In upcoming quarters, the StockStory team will be watching (1) execution of Target’s merchandising initiatives, especially further rollout of the FUN 101 and new home assortments, (2) stabilization of operating margins as inventory adjustments and tariff impacts subside, and (3) progress in rebalancing digital and in-store fulfillment models. Additional key markers include traction from exclusive brand launches and the ability to adapt quickly to changes in consumer demand.

Target currently trades at $98.95, down from $105.39 just before the earnings. Is the company at an inflection point that warrants a buy or sell? Find out in our full research report (it’s free).

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