Why Target Is Betting Big On Babies

Target is revitalizing its brand after struggling since its 2021 peak, losing customers and reputation. To win back shoppers, especially busy families, Target is launching baby boutiques in 200 stores, adding nearly 2000 new items, including high-end brands like Uppababy strollers, alongside everyday essentials. These boutiques allow parents to compare and test products like car seats and strollers in person, filling a void left by the closure of specialty baby stores like Buybuy Baby and Babies R Us. Target sees the baby category as crucial for building trust and attracting families with young children, who spend and visit stores more frequently. By appealing to these shoppers, Target aims to cross-sell groceries and clothing. Beyond baby items, Target is revamping home, apparel, and beauty departments. Despite falling birth rates and competition from Amazon and Walmart, Target hopes these efforts will end its sales slump and attract higher-income consumers, emphasizing the importance of in-store experience.