Target aims to win back shoppers with home refresh

For years, Target built a reputation as a go-to destination for stylish, affordable home goods. From chic throw pillows to trendy kitchenware, shoppers often turned to Target for design-forward pieces that didn’t break the bank.

Plus, Target’s partnerships with well-known designers and strong private-label brands helped cement that image, making the home section a standout within its stores.

But that reputation has taken a hit in recent years.

Target fans have grown frustrated with inconsistent inventory, cluttered aisles, and stores that feel less curated than they once did. And a lot of customers feel like Target has let them down, especially in the home department, which used to be a standout for the big-box giant. 

Now, Target is taking steps to improve its home goods category. And it could be crucial to winning back shoppers.

Target pledges to do better in home

Target knows it needs to take major steps to regain consumers’ trust. The company is taking different steps to achieve that goal, and improving in the home goods category is one of its most strategic ones yet. 

“Let’s start with home. This category is foundational to the Target brand,” said Target Chief Merchandising Officer Cara Sylvester during the company’s March earnings call.

Related: Costco taps consumer trend as shoppers look to save money

“Transforming this category will be a multi-year journey. We know that reclaiming our authority in home starts with clarity and conviction in pursuit of a simple ambition, to offer the most stylish, design-forward home products at accessible prices.”

Target’s plan goes beyond simply adding new products. The retailer is aiming to sharpen its assortment, ensuring that items feel more cohesive and aligned with current trends. That includes investing in design, improving quality, and making sure products are consistently in stock.

Target is also setting some clear benchmarks in the home goods category.

By June, it plans to overhaul 75% of its decorative accessories assortment.By fall, it plans to overhaul more than 80% of kids’ home foods.

Of course, the stakes are high. In 2025, the company’s annual home sales fell by $1.09 billion, according to Home Textiles Today. So the company has a pretty big hurdle to overcome.

But it’s concrete changes like these that could turn Target into a much more desirable place to shop.

Target doubles down on the home goods category.

Sundry Photography/Shutterstock

Why home is critical to Target’s turnaround

Home goods have long been a traffic driver for Target, encouraging customers to browse and often pick up additional items across other categories.

When the home section is strong, it reinforces Target’s broader brand promise of affordable style.

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That positioning helps the retailer stand out in a crowded market and builds loyalty among shoppers who see Target as more than just a place to buy essentials.

There’s also a financial angle. Home products tend to carry better margins than some other categories, so improvements here can have an outsized impact on profitability. In a challenging retail environment, that matters.

Of course, Target knows it’s not going to rebuild its reputation overnight. The company still has a lot of work to do to convince customers that it’s once again become a shopping destination. 

But for now, focusing on home is a smart move for Target. If the company can recapture the sense of inspiration and value that once defined its stores, it may be able to win back shoppers who have drifted away.

Maurie Backman owns shares of Target.

Related: Walmart makes a change to be more like Costco

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