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Reuters Published December 26, 2024 Reading time
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Target's holiday advertising push will only take it so far, investors say

By
Reuters Published
December 26, 2024

In the most competitive holiday season in years, major U.S. retailers Target and Walmart are spending more on ads to reach shoppers on short-video app TikTok and streaming platforms.

But while recent U.S. credit- and debit-card data point to a small gain for Target, with its shoppers spending slightly more in early December than a year ago, there's little that the Minneapolis-based chain can do this year to reverse the trends that have put it at a disadvantage, investors told Reuters.

With more than 1,950 stores across the United States, and an array of mostly non-essential merchandise, Target has lost market share following waning sales. Target's shares have fallen 7% this year, compared to Walmart's 72% gain.