Target's earnings are booming, driven by a surprising trend: the soaring popularity of adult toys and skincare products among Gen Z shoppers. This shift highlights how the retailer's fresh focus on younger consumers is paying off.
In August, Target reported a 3% jump in sales for its latest fiscal quarter, pushing shares up by about 11%—a sharp turnaround from flat sales and surpassing Wall Street's expectations.
While Target has long been a go-to for families with its iconic bullseye logo and aisles of household essentials, the retailer's recent success seems to stem from a savvy pivot to trendy, affordable items that speak to Gen Z's desires and shopping preferences.
Target, the giant retail chain, has expanded into newer categories like sexual health, wellness, and skincare. Social media and Gen Z have played a vital role in this evolution. For people in their twenties, Target is no longer just a place to buy necessities. It's also a destination to find trendy items, including designer fragrance dupes, moisturisers, pimple patches, athleisure clothing, vegan chocolate, and even sex toys and other pleasure products.
Target Captalises On Gen Z's Sexual Health Trends
Consumer data suggests that approximately 86 percent of Americans aged 25 to 29 own at least one sex toy. Recognising this trend, Target has expanded its offerings over the past three years by introducing hundreds of new sexual health and period care brands, such as Bloomi, Cake, Cheeky Bonsai, and Dame.
Target faced backlash in 2022 when Rep. Marjorie Taylor Greene made a controversial statement at a young Republican convention, claiming that "you can pick up a butt plug or a dildo at Target and CVS nowadays."
While the recent attention to sex toy sales may seem novel, many retailers have been selling them for years. However, the increased visibility and marketing of these personal "discretionary" products might be more noticeable now.
They are brighter, flashier, more accessible online, and prominently displayed on store shelves. Beyond sex toys, Target has expanded its offerings to include a broader range of skincare, beauty, and wellness brands popular with Gen Z and millennials - demographics that prioritise retailers' reputation and values over price, according to a 2023 study.
In January, Target expanded its offerings to include popular supplement and hydration products from Bloom, Hum, and Liquid I.V. Additionally, the store added celebrity-endorsed beauty and wellness brands like Gwyneth Paltrow's good.clean.goop, Kourtney Kardashian Barker's viral Lemme gummies, and Ashley Tidsale's beauty line, Being Frenshe.
Influencers Praising Target's Redesigned Product Range
Many younger shoppers have noticed these changes and appreciate them. Search "Target haul" on TikTok, and you'll find millions of videos where influencers showcase their favourite Target finds and "self-care" purchases.
"Do not go to Target right now, if you're not prepared to want literally everything you see. I've never seen Target have so much freaking cute stuff," creator Korey Gregg shared back in April, holding two heavy plastic bags filled with clothing. "I can usually browse and leave, but today that didn't happen," she stated.
Another influencer, Alyssa Lauren, went viral after sharing an eleven-second clip of her Target purchases on social media with the caption, "I had a bad day today, but I bought some things at Target to make me feel better."
The receipt contained tropical fruit gushers, kettle-cooked chips, Secret deodorant, a plusOne rechargeable vibrator, and Astroglide Premium silicone lubricant.
From Gen Z's standpoint, Target is the ultimate place for cultural experiences and self-care splurges. While necessities are always essential, the newer "cheap, chic" merchandise appears to be gaining traction, and Target has recognised this trend.
Target's recent transformation has boosted its sales and solidified its position as a cultural touchstone for Gen Z. By embracing newer categories and prioritising products that resonate with younger consumers; Target has successfully merged tradition with modernity, creating a unique shopping experience.
