Target, one of the largest retailers in the U.S., has been struggling to attract consumers over the past few years after facing controversy over its high prices and stance on diversity, equity, and inclusion.

Things took a turn for the worse in January this year when the retail giant discontinued several of its DEI initiatives, which included advancing the careers of Black employees, enforcing anti-racism training for staff members, promoting Black-owned businesses, and sourcing products from Black suppliers. 

It also withdrew its participation in the Human Rights Campaign survey, which tracks LGBTQ+ corporate policies and practices, and discontinued its three-year DEI goals. 

The move from Target sparked outrage from consumers, and soon after, several massive boycotts erupted, which appear to have contributed to the retailer experiencing lower sales and waning foot traffic over the past few months. 

To help win back customers, Target launched generous back-to-school deals in June and vowed to maintain last year’s price for school supplies. 

Despite these efforts, Target’s comparable store sales dropped by almost 3.2% year over year during the second quarter of this year, according to its latest earnings report. Also, according to recent data from Placer.ai, Target’s foot traffic fell by 3.6% year over year at its same-store locations during the quarter. 

Target continues to see an alarming drop in sales and store foot traffic.

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Target launches an affordable offer to lure holiday shoppers

After targeting back-to-school shoppers failed to boost consumer demand significantly, Target is now focusing on holiday shoppers with a bold new offer to attract those looking to save money on Thanksgiving food. 

The retail giant has announced the return of its “holiday meal for four” deal, and this time it is selling for $20, its lowest price yet. 

Here’s what Target’s $20 Thanksgiving meal contains:

  • Good & Gather premium basted young turkey (frozen, up to 10 lb.)
  • Stove Top stuffing mix (6 oz.) 
  • Good & Gather russet potatoes (5 lb. bag) 
  • Ocean Spray jellied cranberry sauce (14 oz.) 
  • Favorite Day soft french bread 
  • Heinz home style roasted turkey gravy (12 oz.) 
  • Good & Gather frozen corn
    Source: Target

In addition to its $20 Thanksgiving meal, Target also announced seasonal pies and sides, such as Harvest squash empanadas and Favorite Day apple pie, for $4.99 each. It also added new brands to its holiday host gift assortment, such as Stonewall Kitchen and Marks & Spencer. 

“Our under-$20 Thanksgiving meal is priced even lower than last year’s, but we’re not stopping there,” said Lisa Roath, Target’s chief merchandising officer of food, essentials, and beauty, in a press release. “We also have new seasonal sides, stylish table décor, festive apparel and beautiful greenery and florals. Put it all together and Target’s making it an absolute joy for everyone to create an elevated, unforgettable Thanksgiving experience.”

Related: BJ’s Wholesale announces free offer for customers amid struggles

The move from Target comes after Amazon unveiled its $25 Thanksgiving meal deal that can feed a family of five. Walmart’s Sam’s Club also previously announced a Thanksgiving meal that can feed a family of 10 for under $100 this year. 

BJ’s Wholesale recently began offering its members a free Butterball turkey if they spend $150 or more in a single in-club transaction. 

Many retailers are launching generous Thanksgiving meal deals during a time when many consumers are feeling the pinch of holiday shopping. A recent survey from consumer intelligence company NielsenIQ found that many consumers nationwide plan to make significant adjustments to their shopping habits this Thanksgiving due to higher prices.

How Americans plan to avoid higher costs for Thanksgiving 2025:

  • About 58% of consumers are extremely concerned about food price inflation.
  • To save money, 25% of shoppers plan to buy more private-label items this Thanksgiving; 65% are comfortable serving them, while only 5% will prioritize name brands.
  • One-quarter of households even plan to reduce or eliminate alcohol from their Thanksgiving celebrations to save money.
  • Also, 15% of households plan to use “buy now, pay later services” for their Thanksgiving shopping; 18% are considering it.
    Source: NielsenIQ

“Our data continues to show that uncertainty is a running theme in 2025, and it’s reflected in how consumers are celebrating the holidays with a sense of tradition while fitting into their budgets and lifestyles,” said Rachel Bonsignore, vice president of NIQ Consumer Life, in a press release. 

Target may struggle to attract a crucial group of customers

Retailers are also ramping up their meal deals this holiday season as they brace for the impact of the current pause on Supplemental Nutrition Assistance Program (SNAP) benefits, which provide food assistance to low-income consumers with monthly funds via an EBT card to purchase groceries.

SNAP food benefits were put on pause at the start of November as a result of the current government shutdown. 

The Trump administration, however, plans to restart benefits, providing only half of the normal amount by using money from an Agriculture Department contingency fund. 

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This could have a huge impact on holiday shopping this year, as millions of Americans are SNAP recipients. According to recent data from the USDA, 41.7 million Americans, which is 12.3% of the population, received SNAP benefits in fiscal year 2024.

“I think providing half the SNAP will help to some degree, but there are questions around timing of execution and when the benefits will be received,” said retail analyst Bruce Winder in a statement to TheStreet. “Even if the reduced SNAP benefits arrive soon, there will still be significant pressure on lower-income Americans, and this will lead to reduced purchasing for non-food items, including holiday spending.”

Target is one of the top 20 retailers in the U.S. that attract SNAP shoppers, according to recent data from Numerator. Over the past year, 58.2% of SNAP shoppers purchased groceries from Target. 

Grocery spending: SNAP recipientsvs. non-SNAP shoppers

  • SNAP shoppers spend an average of $832 on groceries monthly, 20% higher than what non-SNAP shoppers spend.
  • They shop at an average of 6.6 retailers each month for groceries, compared to 6.1 for non-SNAP shoppers.
  • On average, SNAP recipients spend $20.80 per grocery trip, 12% less than non-SNAP shoppers.
    Source: Numerator

Related: Home Depot raises alarm bells with unexpected closure, layoffs