Ease and affordability will also be key messages throughout its marketing efforts. Like other retailers, Target has been affected by consumers who are cutting spending amid an economic downturn. Its full-year sales declined by 1.7% to $105.8 billion in 2023, while sales at stores open for at least one year fell by 3.7%. 

A question of inclusivity

Last year, Target’s sales were also hit by right-wing backlash to its Pride Month collection. Chief growth officer Christina Hennington said at the time that “the strong reaction to this year’s Pride assortment” impacted sales during the second quarter of 2023. 

This year, Target will limit its Pride-themed merchandise by only selling “adult apparel” and home goods at half of its 2,000 stores and on its website during Pride Month in June. 

Despite some criticism that Target is dialing back on inclusivity with this decision, Roath said the brand “wants to continue representing our guest base.”

“We have a long history of commitment to inclusivity in our campaigns. That carries forward today with this work,” she said. 

Bringing back an icon

Despite these challenges, there have been recent bright spots for the brand. 

Last month, comedian Kristin Wiig reprised her famous Saturday Night Live character, Target Lady, for the retailer’s national campaign. Wiig co-created the spots, which coincided with the promotional event Target Circle Week and promoted its new membership program, Target Circle. 

As a result of the ads, which continue to run, Target saw its “most talked about Circle Week ever on social media,” with three times the amount of mentions and seven times the impressions than its previous most successful Circle Week, according to Roath. 

Going forward, Target will continue to tap into social media and memeable content, with a new series called Tiny Target launching on May 27. Tiny Target will feature a mini talk-show set hosting conversations with influencers and celebrities, including Tabitha Brown and Ashley Tisdale. 

Teammates of Target, another social series that debuted during the Super Bowl, will also release two more episodes. 

All of these recent marketing efforts are part of Roath’s vision to “put forward work that is distinct and relevant,” while “leaning more into culture and humor in everyday moments of joy.” 

Much like Wiig’s popular Target Lady, whose enthusiasm for the brand consumes her, “our guests see Target as a happy space,” said Roath. “What we’ve learned is that we always need to be in close touch with our guest base.”