Target Grocery Shopping Just Got a Whole Lot Cheaper. Here’s Why

customers shown walking into a Target store
Sharon Steinmann/The Penny Hoarder

If you frequently shop at Target for groceries and other essentials for your home, you may see a smaller tab at the register soon.

Target says it has lowered prices on thousands of items and made it easier to determine what’s on sale.

“We’ve taken a close look at the products that are most important to our guests, making sure they’re priced right daily,” a blog post explained. Target says it has eliminated two-thirds of its price and offer signage “so you can more easily spot the savings.”

The items Target has lowered everyday prices on include cereal, paper towels, baby formula, razors, toilet paper, school supplies, milk and eggs.

Target representatives wouldn’t provide further details about which items have been discounted.

“The best bet is for guests to visit their local store or to access our latest pricing,” Target spokesperson Shandra Tollefson wrote in an email.

Target’s Gradual Reinvention

Target has been rehabbing its image in the years since the credit card data breach of 2013 that scared off many customers.

House brands Cherokee and Circo have been phased out, and the Merona and Massimo lines will be next to sunset. However, in all, more than a dozen new apparel, furniture and decor brands will be hitting Target shelves in the next 18 months.

The chain, which has more than 1,800 stores in the U.S., recently purchased a same-day delivery company and began testing same-day delivery services in New York City. It also recently rolled its popular Cartwheel savings app into the Target app to streamline the customer experience.

While Target’s sales have been on the rise in recent months, it reports flat growth in the food and beverage department. Groceries made up 22% of Target’s revenue in 2016, Bloomberg’s Sarah Halzack reports, while that category made up about 56% of Walmart’s sales last year.

With grocery competition increasing — from the Amazon-Whole Foods merger to the growing presence of low-cost grocers like Aldi and Lidl — it’s time for Target to make a move.

Lisa Rowan is a writer and producer at The Penny Hoarder.