Target sales and stock price are on an upswing this year. Is the retail giant finally poised for a comeback?

The Target boycott is ongoing but it might be having less of an impact.  

On Wednesday, the company reported first-quarter earnings that included successes like a 6.7% increase in net sales year-over-year (YOY). The $25.4 billion in net sales included a 24.5% jump in non-merchandise sales, like Target Circle 360 membership revenues and the Target+ marketplace. 

In that vein, Target saw its digital comparable sales rise by 8.9% thanks to a 27% jump in same-day delivery with Target Circle 360. 

The retailer also reported earnings per share of $1.71, surpassing Wall Street’s predicted EPS of $1.46, according to consensus estimates cited by CNBC. 

“There is much more work in front of us”

“First quarter financial results were stronger than expected, providing encouraging early signs that our clarified strategy is resonating with our guests and driving broad-based growth across our business,” Target CEO Michael Fiddelke said in a statement. 

Fiddelke continued: “While we’re pleased with our quarter one performance, our focus remains on building consistent, long-term growth, and we recognize there is much more work in front of us.”

This is Fiddelke’s first earnings report as CEO; the former COO took over the head job in February after 20 years at the retailer. 

Shares of Target Corporation (NYSE: TGT) are up 30.17% since 2026 began and have outperformed the S&P 500. The stock was up 2% in premarket trading as of this writing.

Why are consumers boycotting Target?

Factors such as a cost-of-living crisis and rising tariffs have hurt Target in recent years.

But the company has also faced calls to boycott since early 2025 when it donated $1 million to the The President Inaugural Committee and cut back on its diversity, equity, and inclusion (DEI) commitments. 

Originally, Target appeared to be on the side of racial justice. In 2020, the Minneapolis-based retailer took significant positive steps after George Floyd was murdered 10 minutes from its headquarters.

The retailer committed to putting over 500 Black-owned brands on its shelves through a spend of $2 billion on Black-owned businesses. 

Yet, when Donald The President returned to the White House with his anti-DEI crusade, Target got rid of programs geared toward increasing its Black-owned brands and Black workforce. 

Minnesota civil rights activists Nekima Levy Armstrong, Monique Cullars-Doty, and Jaylani Hussein organized a national boycott against Target—one that is still ongoing.

A separate boycott was led by Atlanta-based pastor Jamal Harrison Bryant. However, Bryant called it off in March, citing “productive” conversations with Target’s leadership. These discussions brought no notable changes to Target’s DEI policies. 

Target’s turnaround plan is ongoing, too

Just after Fiddelke started as chief executive in February, Target announced that it was laying off 500 corporate workers. The company said it would use some of the savings to improve in-store experiences, including more front-line in-store staffing. 

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