Target announces launch of 10,000 new items for summer amid tariff pressure

In an effort to boost store foot traffic and spark renewed shopper interest, Target said Thursday that it plans to launch 10,000 new items for summer and a first-of-its-kind, in-store giveaway event called “Hello Summer Saturdays.”

The collection of fresh merchandise, inspired by “beach boardwalks” and “relaxed coastal living,” spans a range of categories, including swimwear, outdoor entertainment, snacks, beauty and home. It will be introduced through August.

“Millions of families have been counting down the days to summer and the Target team is excited to help them make the most of the season,” Rick Gomez, Target’s chief commercial officer, said in a news release.

The announcement comes on the same day Walmart pulled guidance for the ongoing quarter, citing its inability to confidently predict ongoing changes in trade policy. Despite tariffs on China being reduced for 90 days, the Arkansas-based retailer said price increases will hit shelves soon.

Target is set to report its quarterly earnings on Tuesday.

The Minneapolis-based retailer saw a short-lived boost in foot traffic for the weeks of April 14 and 21 after falling for 11 consecutive weeks, according to Placer.ai. The week of April 28 saw a 5% decrease, followed by a 2.9% drop for the week of May 5.

Amid the decline, Target has raised concerns about the impact of tariffs on its business. CEO Brian Cornell, alongside chief executives from Walmart and Home Depot, met with President Donald Trump in April to discuss the president’s evolving trade policy.

About 30% of Target’s private-label items are sourced from China. The company wants to cut that to 25% by the end of the year.

Meanwhile, Target will host “Hello Summer Saturdays” every Saturday in June. The giveaway event invites Target Circle members to “collect” all the charms and keychains.

A closely watched University of Michigan survey on consumer sentiment reported a drop of almost 7 percentage points in April from the previous month. It was the second-lowest reading in the survey’s history dating back to 1952.

Respondents’ expectation for inflation a year from now also leaped to 6.7%, which would be the highest level since November 1981.

“We’re in an environment right now where consumers are feeling pressured,” said Joe Feldman, senior managing director at Telsey Advisory Group.

“We’re still seeing multiyear inflation on most goods. And there’s been a general pullback on spending on discretionary goods.”

Target’s new June promotions include a weekly Target Circle offer, such as 20% off Favorite Day treats and up to 50% off Sun Squad pool and outdoor toys, plus deals on apparel, swim and suncare.

It is also running a “Hello Summer” sale from Sunday through May 26 as a lead-up to Memorial Day. Additional deals will be available May 23-26.

Cornell this month acknowledged in an email shared with staff that silence from leadership after Target pulled back from its diversity, equity and inclusion (DEI) policies had created uncertainty among employees.

He said the retailer’s values of “inclusivity, connection, drive” are “not up for debate.” The note did not explicitly mention DEI or Cornell‘s meetings with Trump and the Rev. Al Sharpton.

The memo came after weeks of headlines criticizing Target’s decision to rebrand its DEI initiatives and donate to Trump’s inauguration fund.

“The launch of this low-prices assortment coupled with ‘Hello Summer’ promos bring guests back into Target stores, especially if Walmart plans to raise their prices,“ said Liza Amlani, founder of Retail Strategy Group.

”Low prices, an exciting product mix and dynamic marketing activations should lure shoppers into Target stores."