Target executive unveils bold new plan to win back customers 

Target keeps making moves to win back shoppers, and the latest one is especially bold and trend-following, as the retailer expands its social commerce presence. To regain customers’ trust, Target is giving shoppers more power. 

While the last few years have been challenging for many retailers, Target faced additional unique difficulties. It started with backlash and boycotts over its Pride collection and the rollback of its DEI (diversity, equity, and inclusion) initiatives, which directly affected its sales and visits. 

The full-year 2025 net sales declined 1.7% to $104.8 billion, reflecting a 2.6% decrease in comparable sales, according to the company’s 8-K filing with the Securities and Exchange Commission (SEC).  

Target started the year with an important executive change, hiring Michael Fiddelke as its new CEO, with the goal of leading the company’s comeback. Fiddelke launched a massive $5 billion “New Chapter” overhaul, consisting of decluttering stores, hand-picking the best products, and making both shopping and delivery faster and easier.

As more shoppers turn to social media to buy products, Target is handing the keys to its customers to help drive a market that is expected to surpass $100 billion in 2026 for the first time, according to data by eMarketer.

Target executive confirms new offerings amid social commerce boom 

Target Chief Digital and Revenue Officer Sarah Travis explained how the retailer is now completely changing how it works with social media influencers to boost its sales and presence online. 

Since more people are now shopping directly inside apps such as TikTok and Instagram, Target is launching new programs to make sure people see (and buy) their products there.

In an interview with Marketing Dive, Travis said the company’s social commerce efforts are helping fulfill its priorities. 

“I would argue that [social commerce is] one of the biggest shifts that we’re seeing in retail in a generation. And I would also argue that Target is built for it,” Travis said. 

Target’s new creator programs: Club Target and Target Ambassadors

Instead of one large program for creators, the retailer is splitting its partners into two groups.

Club Target (for “everyday” creators): 
Who it’s for: The club is designed for people with smaller followings (starting as low as 500 followers).

How it works: It’s like a game. Creators participate in “weekly challenges” (like showing off a Target haul).

Rewards: Instead of just cash, creators earn points, gift cards, and the chance to be featured on Target’s official social media pages. If they do really well, they can eventually earn commissions (a percentage of the sales they drive).
Target Ambassadors (for big influencers):
Who it’s for: This invite-only group, for famous influencers who already post about Target frequently, is powered by LTK, a third-party influencer marketing platform. 

Two-tiered structure: The Premier tier carries more robust rewards. 

Rewards: These creators get higher pay, monthly bonuses, and campaign opportunities.

“A lot of our best marketing actually comes from our guests,” said Travis. “This is about giving them a home.”

Target launches two new creator programs, Club Target and Target Ambassadors.

Schwemmer/Shutterstock

Target is already the most followed big-box retailer on TikTok 

The launch of the two programs comes on the heels of the retailer’s plans to remove an affiliate creator program launched in 2023. 

“I think, in general, transitions can be disruptive for some of our creators. This was particularly disruptive. Our focus has been and will be on building a stronger and more future-ready model, and I’m confident that we’re putting that in place,” said Travis. 

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According to Target’s digital executive, the company already sees more than 50,000 daily mentions from organic users. Through the launch of Club Target, the retailer aims to provide these “everyday fans” with a dedicated community and offer incentives for the brand buzz they are already creating.

“Target is extraordinarily well-positioned,” Travis said. “We are already mentioned over 50,000 times a day in user-generated content, and we’re the most followed big-box retailer on TikTok. You can’t buy that organic presence. It took years for us to build that.”

Why Target’s creator programs matter to customers 

What do these two new creator programs mean for shoppers? Target is essentially turning customers into partners. Regular consumers no longer need a million followers to get rewards; all they need is as few as 500 followers to join. 

Sharing your Target finds can bring you gift cards, points, and commissions. Simply put, consumers’ regular shopping trips can become a way to make money or earn rewards. 

Moreover, by supporting thousands of small creators, people will start seeing more authentic content on their feed. Consumers are increasingly trusting individual voices more than traditional search engines or big-budget advertisements. 

According to recent data by Nielsen 2026 shared by Amra & Elma, consumer trust in influencers climbed to 67%, with ages 18-34 ranking creator content as their single most trusted source. 

Moreover, the latest industry data suggests consumers are leaning toward micro-influencers. 

“Celebrity preference dropped to just 8% among under-35s. Micro-influencers (10K–100K followers) now capture 54% of total consumer preference,” according to data from Morning Consult. 

Ultimately, Target programs customers can: 

See how a product actually looks in a real home or on a real person, making it easier to decide what’s worth buying.Turn their shopping trip into a game and a chance to earn money and other rewards.Target’s recent moves to win back shoppers 

I previously reported how Target is currently executing an aggressive “New Chapter” strategy to recover from recent sales slumps and re-establish its reputation for trendiness and convenience.

By focusing on faster logistics, cleaner store layouts, and buzzy product collaborations, the retailer is attempting to modernize the shopping experience while building stronger ties with local communities.

Here are the specific moves Target has made this year to win back shoppers.

Launching cult-favorite brands: Target has launched a special, limited-edition swimwear line called the Andie Collection for Target, according to previous TheStreet coverage. Expanding into THC beverages: The retailer is now selling hemp-derived THC drinks in Minnesota, tapping into the growing market for alcohol alternatives.Investing in “clutter-free” stores: A new $265 million distribution hub in Houston is being built to help stores restock faster and keep aisles clear of messy shipping pallets, TheStreet reported. Scaling next-day delivery nationwide: Target is significantly expanding its supply chain capabilities to offer lightning-fast shipping to a majority of U.S. households.Upgrading local community spaces: The company is funding the renovation of 13 different community projects.Introducing viral influencer collaborations: Target launched a denim collection with the viral brand Parke, offering trendy styles for under $40 to attract budget-conscious Gen Zers, according to TheStreet. Polishing the in-store experience: New, stricter dress codes for employees and enhanced worker perks were introduced to ensure shoppers receive more professional and helpful service. Hosting exclusive member sales: Earlier this year, the retailer launched a massive “Target Circle Deal Days” promotion to give its most loyal customers deep discounts that rival Amazon’s Prime Day. Refreshing physical store layouts: As part of a larger overhaul, Target is redesigning store interiors to be less crowded and more focused on curated product displays. 

Related: Walmart earnings reveal concerning shift in customer behavior

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