Traffic increases sales more than only digital way

  • Target reported sales growth throughout its business including an 8.9% increase in comparable sale on top of last year's best-ever growth.

  • Thanks to shoppers crowding stores while still embracing digital channels, Target's comp sales growth was entirely fueled by traffic, the retailer said Wednesday. Store comp sales rose 8.7% and digital comp sales, which shot up by 195% last year, rose 10%.

    "Guests have emerged from a year in which digital was the primary growth driver. And they're now returning to our stores in droves," Brian Cornell, chairman and CEO of Target, said during the call. "Traffic accounted for more than 100% of our second quarter growth. In contrast to a year ago, when guests were living out of their home, and the bulk of our growth is coming from bigger transactions."

    Digital sales this quarter are led by same-day services (Order Pickup, Drive Up and Shipt), which rose a modest 55% in contrast to its 270% growth in 2020.

    Read more at Retail Dive