Target is in trouble. And while it’s easy to get lost in the company’s recent (poor) handling of American culture war narratives that cast it as too “woke” or too willing to cave to online fascists, the root of Target’s problems runs deep.
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Don’t get me wrong – the massive consumer boycotts from Black organizers have done damage. And there are probably folks on the far right who think even Target’s toned-down, overwhelmingly beige Pride merch this year was still too loud.
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But its stock is in the gutter and sales have been falling for two years because of good ol’ business fundamentals. It overstocked. It lost the pulse of its customers. It went up against Amazon Prime with… actually, does anyone know what Target’s Amazon Prime competitor is called?
The brand we petite bourgeoisie once playfully referred to as Tar-zhay has lost its spark. The company reported a decline in sales for a third-straight quarter, part of a broader trend of falling or flat sales for two years. Employees have lost confidence in the company’s direction. And 2025 has been a particularly rough financially, as Black shoppers organized a boycott over Target’s decision to cave to right-wing pressure on diverse hiring goals.
Shares were down 10% Wednesday.

It’s not to say the new guy, Michael Fiddelke, is unqualified. He’s been at Target since he started as an intern more than 20 years ago, after all. But Wall Street is clearly concerned that Target’s leadership is underestimating the severity of the need for a significant change— just as President Donald Trump’s tariffs on imported goods threaten the entire retail industry.

Appointing a company lifer “does not necessarily remedy the problems of entrenched groupthink and the inward-looking mindset that have plagued Target for years,” Neil Saunders, an analyst at GlobalData Retail, said in a note to clients Wednesday.

Missing the mark
In its 2010s heyday, Target became a go-to for consumers who liked a bargain but didn’t necessarily like bargain-hunting. The shelves felt well-curated. You’d go to Target because it had one thing you needed and 12 things you didn’t know you needed. It was stocked with Millennial cringe long before Gen Z gave us the term Millennial cringe.

Target’s sales held strong through the pandemic as remote workers set up home offices and stocked up on essentials. Months of lockdown also benefited the store as people began refreshing their spaces because they didn’t really have much else to do and they were staring at the same walls all the time.

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For people who cannot or choose not to breastfeed, infant formula is lifesaving, supplying their babies with precious nutrients they need to grow and thrive.

Concerned about contaminants and the use of controversial seed oils in the nation’s tightly regulated infant formula supply, US Health and Human Services Secretary Robert F. Kennedy Jr. has launched a review of infant formula regulations he calls Operation Stork Speed.
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Yet while industry and experts debate those regulations, there is another type of “formula” — for toddlers ages 1 to 3 years old — that no one is overseeing.

“Toddler milks” are marketed to parents who have been using infant formula as a necessary next step in their child’s nutritional journey, according to the American Academy of Pediatrics. Critics say these expensive concoctions — first introduced into the United States in the 1990s — are not nutritionally necessary, may be contributing to childhood obesity, and should not be sold at all.
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Yet while industry and experts debate those regulations, there is another type of “formula” — for toddlers ages 1 to 3 years old — that no one is overseeing.

“Toddler milks” are marketed to parents who have been using infant formula as a necessary next step in their child’s nutritional journey, according to the American Academy of Pediatrics. Critics say these expensive concoctions — first introduced into the United States in the 1990s — are not nutritionally necessary, may be contributing to childhood obesity, and should not be sold at all.
In fact, some toddler beverages may be potentially harmful to young children due to excess added sugars, defined as sweeteners that don’t naturally occur in food, Fuchs said.

The recommended amount of added sugar for infants and children younger than age 2 is zero, according to the US Centers for Disease Control and Prevention. Yet research from 2019 found that on average, infants consume 1 teaspoon of added sugar a day while toddlers consume about 6 teaspoons a day.

“Infants and children exposed to high sugar, fat or salt in their diets develop a preference for these as they grow older,” Fuchs said. “Studies show this is a risk for childhood obesity and all of its consequences through adulthood.”

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