According to a new report from Kantar Retail, only 33% of U.S. households said they shopped at either a Target or SuperTarget in January, which was the retailer's lowest level of shopper penetration in three years. It's also a 22% decline compared with the same month in 2013.
Although the retailer's numbers had been on a downward trend for the past few years - which is not a surprise, given the shift toward online shopping - the big difference was seen during the holiday season, said Kantar Retail senior analyst Rachel McGuire. That's because Target didn't register as big of a bump in shoppers as it typically does in the critical December month. "Our shopper data reflects the extent to which this issue continues to influence shopper behavior," McGuire said.
The largest shift away from the discount retailer was seen among its core demographics - those between the ages of 32 and 49 as well as lower-income shoppers, whose penetration fell by 30%. The impact also took a bigger toll on Target's less-dedicated shoppers. While only 4% of the retailer's monthly visitors said they are less likely to shop at Target going forward, 10% of its overall customer base said they're less likely to shop with the retailer down the line.