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Target cuts sales outlook as retailer blames tariff uncertainty and backlash to DEI rollback

  • Target Corp. reported a 3.8% drop in comparable sales to $23.8 billion in Q1 2025, announced during its May 2025 earnings call.
  • The decline followed Target’s rollback of diversity, equity, and inclusion programs and ongoing tariff-related supply chain challenges pressured by recent U.S. trade policies.
  • Target reduced reliance on Chinese imports from 60% in 2017 to about 30%, aiming for below 25% by end of 2025 while maintaining entry-level prices at its Bullseye’s Playground stores despite margin pressures.
  • CEO Brian Cornell said, “price is the very last resort,” signaling reliance on vendor cooperation and sourcing diversification to offset tariffs amid slowing consumer spending and active boycotts.
  • Target warned 2025 sales will decline in low single digits, reflecting challenges from tariff uncertainty, social backlash, and cautious shoppers in a competitive retail sector.
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Forbes broke the news in United States on Wednesday, May 21, 2025.
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