Target rolls out another generous deal to win back customers

Nina Zdinjak

Fri, September 18, 2026 at 9:47 AM PDT 6 min read

While Target's latest earnings results reveal the retailer is making all the right moves to recover from previous sales struggles, the company is not catching a break in efforts to get those customers back to its aisles. 

In August, I reported that the company's net sales had improved 5.3% year over year, hitting $26.5 billion, while comparable sales grew 3.8%, according to Target's second-quarter earnings report.  The results indicated that, under the leadership of new CEO Michael Fiddelke (since Feb. 2026), Target has been on the right track to recover from previous challenges. 

Over the last few years, the retailer's declining sales have frequently been attributed to a few controversies, boycotts over its Pride collection, and the rollback of its DEI (diversity, equity, and inclusion) initiatives. 

Despite those headwinds, recent metrics indicate consumer perception is rapidly turning around. For example, in March of this year, Target was rated the 14th-most-popular department store (behind Costco, JCPenney, Walmart, and others) and 452nd-most-popular brand, based on the YouGov polling. 

Now, as of Sept. 18, the same YouGov data shows Target is the 8th-most-popular department store (ahead of Macy's, Big Lots, Dollar General, and others) and the 305th- most-popular brand overall. 

Not everyone is convinced the turnaround is complete, however. 

Bank of America analyst Christopher Nardone described the sales gains under new leadership as impressive but said he remains wary about the durability of the comp-sales trend. He warned that the apparel and home categories could take longer than expected to turn around, given competitive and promotional pressure across the industry, according to Axios.

That caution suggests the latest move is as much about locking in fragile momentum as it is about celebrating a recovery. 

Target rolls out a new 2-day sale, Target Circle Deal Days, for members 

Target confirmed on Sept. 15 that it will hold its latest Target Circle Deal Days on Oct. 6-7, rewarding members of the free Target Circle loyalty program.

The sale will feature exclusive savings on top brands, seasonal essentials, and great gifts, with 40% off thousands of items spanning apparel, kitchen gadgets, home decor, toys, beauty, tech, and more. 

Early access begins Oct. 5 for members of Target Circle 360, the paid membership tier, Target said in its press release. 

Target Circle Deal Days highlights

• Who can save: The deals are for members of the free Target Circle loyalty program. If you have a paid Target Circle 360 membership, you can get early access and start shopping the deals a day early on Oct. 5.

• What is on sale: Major highlights include 40% off select clothing for the family (including brands like Cat & Jack and Goodfellow), up to 40% off Dyson vacuums, tech, and holiday decor, 30% off Threshold furniture, plus up to 65% off Vera Bradley. Get 30% off select skincare, haircare, and cosmetics, including Olive & June nail polish. Additionally, there is a Buy One, Get One offer on Nature Made supplements.

• Special sign-up offers: Target is offering extra perks to get people to join their programs before and during the sale.

  • New Target Circle members who join between Sept. 27 and Oct. 5 will get 15% off their first purchase. Those who sign up for an annual Circle 360 membership between Sept. 27 and Oct. 10 will receive $50 in Target Circle Rewards. Additionally, people approved for a Target Circle Card during this time can earn $75 in rewards. 

  • Target is also offering a discounted Circle 360 membership ($49/year) for teachers, college students, military members, government assistance recipients, and Target Circle Card holders.