Target's Trading Volume Surges to $702 Million, Ranks 127th Despite Stock Price Decline

On June 13, 2025, Target's trading volume reached $702 million, marking a 33.45% increase from the previous day. This surge placed Target at the 127th position in terms of trading volume for the day. However, Target's stock price declined by 3.95%.

Target has been grappling with significant challenges, particularly since it scaled back its long-term commitments to diversity, equity, and inclusion (DEI) initiatives. In January, the company announced the discontinuation of several key DEI programs, including career advancement for Black employees, anti-racism training, promotion of Black-owned businesses, and sourcing products from Black suppliers. Additionally, Target withdrew from the Human Rights Campaign survey and discontinued its three-year DEI goals.

These decisions sparked widespread outrage among consumers, leading to boycotts and a decline in customer foot traffic. According to data from Placer.ai, the number of customers visiting Target stores per location decreased by 4.8% year-over-year during the first quarter of 2025. Despite a 4.7% increase in comparable digital sales, Target's comparable store sales dropped by 3.8% during the same period.

Target CEO Brian Cornell acknowledged the company's dissatisfaction with its recent performance, citing an "exceptionally challenging environment" that has negatively impacted foot traffic and sales. Factors contributing to this environment include declining consumer confidence, uncertainty regarding potential tariffs, and the public's reaction to Target's updates on its DEI initiatives.

For the fourth consecutive month this year, Target's foot traffic declined by 1.6% year-over-year in May, according to new data from Placer.ai. This decline follows previous drops of 9% in February, 6.5% in March, and 3.3% in April. In contrast, competitors such as Walmart, Costco, and Best Buy experienced increased traffic in their stores during the same period.

Target's reputational scores have also taken a hit, with its Integrity Score falling from 65 to 58 between January and May, according to data from Reputation analytics firm Caliber. This score is based on the proportion of consumers who agree that Target behaves responsibly.