Target Lowers Prices on 5,000 Basic Items as Customers Struggle to Afford Groceries Amid Inflation

By: Amanda Kusumowidagdo | Published: May 25, 2024

Inflation has eased, but prices remain high, causing more shoppers to pay closer attention to their spending.

Aware of the consumers’ new shopping practices, Target plans to cut some prices on their basic consumer products. Let’s see if this will help shoppers deal with high retail prices of their groceries.

Household Goods Price Cuts

The price cut will apply to thousands of “everyday items,” from diapers to milk. Target has already applied price cuts to 1,500 items.

A person carrying various packs of household items standing next to his car

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But this number will more than triple to eventually include 5,000 food, drink, and essential household goods. Many Target locations, including online, already sell products at a reduced price ahead of Memorial Day. Products like Prime Hydration Ice Pop Sports Drinks and Johnsonville Cheddar Smoked Sausages are already sold below their previous prices.

A Complete List of Products

A more complete list of products that Target is planning to lower the price of over the summer include: meat, bread, soda, fresh fruit and vegetables, snacks, yogurt, peanut butter, and coffee.

An assortment of packaged foods forming a huge pile

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Paper towels and pet food, along with the aforementioned diapers, will also see a price reduction. Target’s aim is to help collectively save millions of dollars of the consumers’ spending this summer.

Not Including Memorial Day Discounts

While the new lowered prices have been applied ahead of Memorial Day to help customers stock up, the good news is that “these lower everyday prices are in addition to the separate Memorial Day discounts.”

A white bag carrying a black Sale tag surrounded by red balloons with the percentage symbol on it

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Customers can easily find these items with the new prices with easy-to-see red tags. Online shoppers shopping at and via the Target app can also easily find these items at a reduced price.

Strategies to Help Customers Deal With Inflation

Target is one of many retailers catering to customers who are struggling with higher price tags for groceries.

The Target logo of a red circle with a red dot inside of it on a white wall in daytime

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Because prices remain high despite the inflation cooling off, customers have switched to buying private label brands sold by Target and other big retailers. These private label brands often sell items for less than well-known brands.

Dealworthy Collection

Back in January, Target already launched a collection called Dealworthy. The collection included almost 400 basic items, ranging from clothing to electronics.

Various household products with the dealworthy logo in front of its packaging. Several items in this collection (cotton swabs, manual toothbrush) cost less than $1, while most items are priced under $10. You can find charging cables, AirPods, and iPhone cases for under $10.

Source: Target dealworthy/Target Official Website

Several items in this collection (cotton swabs, manual toothbrush) cost less than $1, while most items are priced under $10. You can find charging cables, and AirPods and iPhone cases for under $10.


First Sales Decline in Years

In March, Target reported its first annual decline in sales in seven years. Inflation has been surprisingly high in the first quarter of 2024, despite having steadily dropped in the second half of 2023.

A row of red shopping carts with the Target logo on the side in front of a store entrance

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The elevated readings in early 2024 made many pessimistic that the worst bout of inflation in four decades was being tamed. In fact, concerns rose about whether prices could spike again.


Going Ahead With Lower Prices

The latest inflation reading released in May showed that those prices, at least in the previous month, had begun to retreat again.

Several mini shopping carts in different colors with the blue shopping cart holding a few dollar bills

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Target Corp. already stated it was going ahead with rolling out lower prices over the summer on national brands and its own house brands.


Ensuring Customers Enjoy Great Value

Target said in a prepared statement that: “These reductions are in addition to our everyday low prices, which we routinely adjust to be competitive in the market and make sure you enjoy great value every day.”

A family doing grocery shopping with a shopping cart in front of them

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The retailer also offers more savings for payments with Target Circle Card. It also recently reintroduced the free-to-join membership program, Target Circle. Deals are automatically applied at checkout. There are personalized deals to help members earn rewards or save extra.


Helping Customers Save More

Rick Gomez, Target’s executive vice president and chief food, essentials, and beauty officer, said, “We know consumers are feeling pressured to make the most of their budget, and Target is here to help them save more.”

A person holding a wallet and counting the money inside

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When Target releases its quarterly financial report, we’ll likely hear more about the company’s insight into customer behavior and how it’s addressing any changes.


Other Retailers Dropping Prices

Supermarket retailers like Walmart and Aldi, as well as Swedish furniture giant Ikea, have previously announced they were dropping their prices, too.

A phone screen showing the Walmart logo

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Walmart posted strong quarterly sales previously, driven by a flood of customers (including households with the higher incomes of above $100,000), coming to their stores for bargains.


Keep the Customers Visiting

As customers get frustrated with higher prices, McDonald’s said it was planning to introduce a $5 meal deal in the U.S. next month. The fast food company also hopes to combat slowing sales with this plan.

A customer paying at the cashier with a bank card

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Efforts such as this and price cuts are meant to keep consumers visiting stores and restaurants despite more families tightening their budgets after the inflation years. Lower-income families have pulled back, prioritizing necessities, but higher-income ones are also not shy from looking for bargains.