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By Claire Dodds
Life & Trends Reporter
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Target is planning one of its largest store overhauls in years, with billions of dollars set aside to remodel locations, expand product categories and try to bring shoppers back into stores. But while the retail giant says the strategy will improve the in-store experience, many online commenters say they are skeptical the changes will fix the issues they see with the chain.
The company recently outlined a broad growth strategy that includes more than $2 billion in investments aimed at improving stores, introducing new merchandise and modernizing technology.
According to details shared by the company, Target plans to refresh store layouts, expand product assortments and invest heavily in staffing and training to improve consistency in stores. The company also plans to open more than 30 new locations and remodel over 130 existing stores as part of the effort.
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Target's Goals
Executives say the goal is to strengthen Target’s reputation for style and value while making shopping easier and more personalized through new technology and improved store experiences. The retailer is also expanding categories like wellness, beauty, food and baby products, including new displays and exclusive items aimed at drawing shoppers back into stores.
Among the changes are plans for new premium beauty displays, expanded grocery sections and redesigned departments focused on pop culture and sports merchandise.
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Target says the investments are meant to deliver “a more consistent, elevated guest experience” while helping the company return to steady growth.
The push comes after a challenging stretch for the retailer. Target has been facing increased competition from rivals like Walmart and Amazon, while shifting consumer habits and economic pressures have slowed sales growth.
As previously reported by Newsweek, the company is also planning to expand its physical footprint with dozens of new stores expected to open in 2026 as part of the broader strategy.
'K-shaped economy'
Despite the ambitious plan, many commenters responding to a Reddit discussion about the announcement expressed doubt that the revamp will address deeper issues.
One Reddit user argued the retailer’s struggles reflect broader economic trends rather than store layout or product assortment.
“This just won’t work. We’re all familiar with the term K-shaped economy now. Target has been getting squeezed out by this trend for longer than Americans have heard of it,” the user observed.
Others said the main problem is the experience shoppers already have in stores.
“Miserable shopping experience with deluxe pricing. If I want empty shelves and chaos, I might as well save money and go to Walmart,” another Reddit user asserted in the discussion.
Continue Boycotts
Some shoppers had already been boycotting Target because the company rolled back several of its diversity, equity and inclusion (DEI) initiatives, including programs supporting Black-owned businesses and goals for hiring and promoting underrepresented groups.
The backlash intensified as customers viewed the rollback as politically motivated and harmful to marginalized groups, leading to sustained protests, declining foot traffic and significant financial fallout for the brand.
A Reddit contributor noted this continued sentiment as a contributing factor that in-store changes may not be able to overcome: "Also the fact that Target immediately capitulated to the current administration and abandoned all of its DEI programs isn’t going to help. People in the past chose Target because it aligned with their values."
'People are not buying that stuff'
Some commenters who said they worked for the company also questioned parts of the strategy.
One Reddit observer, who described themselves as a longtime beauty team member, said they were unsure about the focus on higher-end products: “I don't understand why they're going to push harder on ‘prestige’ products. In major cities, sure, but in my small suburban town, people are not buying that stuff.”
Others raised concerns about whether workers will see meaningful improvements from the investment.
“So in other words, those of us who have been here for a decade or more will get an extra two cents on their raise and some stale donuts in the break room,” another Reddit user lamented.
For now, Target says the transformation will roll out gradually across stores in the coming months and years, meaning shoppers will start seeing some changes quickly, while others appear as remodels and new locations open through 2026.
Newsweek has reached out to Target for comment via email.
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