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New York CNN —Target is taking aim at budget-conscious customers with a new value brand with prices for everyday basics that start at less than $1. Most of the items cost less than $10, with the cheapest coming in under $1. The entrance of Dealworthy means a shakeup of two other Target budget-focused brands that it produces: Smartly and Up&Up. The former, which largely focused on household essentials like soap and trash bags, will be discontinued and replaced by Dealworthy items. Up&Up, another affordably priced Target brand, is getting a redesign and will be priced slightly higher than Dealworthy.
Persons: Rick Gomez, ” Neil Saunders, ” Saunders, , Smartly Organizations: New, New York CNN, Target, Walmart, GlobalData, CNN, Locations: New York
Read previewTarget has launched a new budget brand that will offer shoppers low-cost clothes, electronics, beauty products, and home items. Target said on Thursday that the brand, Dealworthy, will feature nearly 400 "everyday basics," with most items under $10 and some costing less than $1. Target will also sell Dealworthy electronics, including phone cases and power cords, as well as kitchen and home items like paper plates, paper towels, and food containers. AdvertisementThe Dealworthy range will include low-cost electronics, including phone cases. Target"With Dealworthy, Target is offering more options at lower prices, starting at less than $1, while strengthening its portfolio of owned brands," the retailer said in a press release.
Persons: , Brian Cornell, Rick Gomez, Axios Organizations: Service, Business, Aldi, Executives, Target
The big-box retailer also hopes by drawing shoppers for essentials like gallons of milk, it can nudge purchases of discretionary items that shoppers otherwise would not have bought. A 'Tarzhay' spin on groceriesOn a recent trip to a Minneapolis area grocery store, Gomez surveyed displays of colorful fruits and vegetables. In each of the past two fiscal years, Target has had double-digit sales growth in the food and beverage category. Target's grocery sales matter more as shoppers pull back in other areas. Grocery competition gets tougherCompetition for grocery shoppers has heated up, especially as consumers stretch their budgets.
Meanwhile, Walmart sales were up over 8% in the quarter and the retailer raised its full-year outlook. Walmart said its success was driven by two factors: its robust grocery business, and an influx of higher-income shoppers in its aisles. That trend began earlier this year as rising inflation nudged wealthier shoppers away from their usual grocery stores and toward Walmart locations across the country. And as upper middle-class shoppers trade down to Walmart's grocery aisles, they may get curious about the rest of Walmart's offerings, Wall Street analysts predict. Walmart is winning the grocery warsBut it's not just wealthier shoppers that are driving Walmart's dominance over Target — it's groceries, too.
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