Placer.ai data shows Target turnaround gaining traction as traffic rises

More shoppers on the floor usually show up first at the front end: longer checkout lines if lanes are not staffed, more recovery work in high-traffic departments, and sharper pressure on drive-up and same-day fulfillment when guests start moving through the store again. At Target, the latest traffic data suggest that kind of pressure is building as the retailer tries to turn a rough 2025 into a steadier 2026.

Placer.ai said Target’s weekly visits from February 2 through March 22 rose between 6.6% and 10.3% year over year, a sustained rebound rather than a one-off spike. The data also showed that average daily visits during Target’s Circle Days on March 25-27 were 2.9% higher than the comparable spring event in 2024 and 5.9% higher than 2025, even though those earlier events benefited from weekend timing. That matters on the store level because stronger traffic can help sales, but it also raises the bar for speed at checkout, shelf upkeep, and in-stock execution.

Target has been saying the same improvement is taking hold inside its own numbers. In its March 3 earnings release, the company said fourth-quarter net sales reached $30.5 billion, sales and traffic trends accelerated in the last two months of the quarter, and sales turned positive year over year in February. Michael Fiddelke, who became chief executive on February 1 after being named to the job in August 2025, called that a key milestone on the path back to growth.

The broader mix matters for workers, too. Target said non-merchandise sales grew more than 25% in the quarter, membership revenue more than doubled, Roundel grew in double digits, marketplace sales rose more than 30%, and same-day delivery through Target Circle 360 climbed more than 30%. Those gains point to more work across stores, supply chain, digital fulfillment, and guest services, especially as guests use more fulfillment channels at once.

Target’s 2026 guidance calls for about 2% net sales growth, adjusted earnings per share of $7.50 to $8.50, and operating income margin about 20 basis points above 2025’s 4.6% adjusted margin rate. The company has also said Fiddelke launched an Enterprise Acceleration Office to reduce complexity and expand technology, a sign that the turnaround is meant to reach beyond a short promotional lift.

That makes the traffic rebound more than a headline for investors. For team members, it is a test of whether Target can pair more shoppers with better execution, or whether the extra visits simply turn into more pressure on stores already trying to stabilize after a year of weaker sales, softer traffic, tariff uncertainty, and the backlash that hit the brand in 2025.