We Visited a New Target Store - Old Problems Persist
- By Teresa Rivas | Updated March 26, 2026*
A newly opened Target store in New Jersey offered a preview of the retailer’s ongoing challenges, highlighting familiar customer frustrations despite a fresh location.
Source: https://www.barrons.com/articles/target-circle-deal-sale-store-stock-04b5128f
During the store’s soft launch, shoppers were invited in nearly a week before the official grand opening. The event drew a larger-than-expected crowd through word of mouth, suggesting that Target still generates strong interest, even if its dominance in suburban areas has weakened over time.
At first glance, the store delivered a positive experience. It was well stocked, employees were friendly, and it included upgraded features such as an in-store optical center. However, a noticeable issue quickly emerged: a line forming at the returns desk.
The problem stemmed from a pricing error tied to Target’s Circle Deal Days promotion, which coincided with seasonal sales from Amazon and Walmart. Some promotions were valid for only a single day, but signage for a children’s clothing discount scheduled for Thursday was mistakenly displayed on Wednesday. Many customers overlooked the small-print date and expected the discount to apply immediately.
As a result, several shoppers approached customer service seeking price adjustments after the discounts failed to appear at checkout. Once informed of the error, many opted to return their purchases. Some reacted with humor, while others were clearly frustrated.
Target emphasized that improving the in-store experience remains a central priority. The company stated it is investing in staff, store operations, and technology to enhance customer satisfaction, and noted that the New Jersey location is one of approximately 30 new stores planned for this year.
Despite these efforts, broader performance tells a more complicated story. Target shares have risen about 18% so far this year, but they still lag behind competitors and the broader market over a longer period. The stock remains significantly below its peak following the pandemic-era surge in 2021.
In addition to financial pressures, Target continues to face criticism from across the political spectrum, as well as ongoing complaints about store conditions. Shoppers have cited issues such as disorganized aisles, inconsistent inventory, and frequently locked merchandise.
Even in a brand-new store, these familiar problems remain evident. While the brand retains some customer loyalty, the overall shopping experience can still fall short of expectations.
In short, the new location reflects a broader reality: despite efforts to improve, Target is still working to overcome longstanding operational challenges.