If you’ve ever stood on the corner of 34th Street and 6th Avenue, you know the vibe. It is pure, unadulterated chaos. Tourists are spinning in circles trying to find the Empire State Building, commuters are sprinting toward the PATH train, and the wind tunnels created by the skyscrapers will literally steal your hat. Right in the middle of this madness sits the Manhattan Herald Square Target. It’s not just a store. For people living in Midtown or just passing through, it’s a survival hub.
But here is the thing about this specific location: it’s weird.
If you go in expecting a massive, suburban-style Target with a parking lot and rows of patio furniture, you’re going to be disappointed. This is one of Target's "small-format" stores, though at roughly 43,000 square feet, it feels plenty big when you’re trying to navigate a stroller through the aisles during rush hour. It opened back in 2017, taking over space in the old Conway building, and it has since become a fixture of the Herald Square ecosystem.
Why the Manhattan Herald Square Target is a Different Beast
Most Targets are designed to make you linger. They want you to grab a Starbucks and wander aimlessly through the Hearth & Hand section. The Manhattan Herald Square Target has a completely different energy. It’s built for speed.
The layout is vertical. You aren't walking across a sprawling floor; you’re moving between levels. This is the first hurdle for most newcomers. You have to get used to the escalators and the specialized carts. If you have a cart, you use the "Vermaport"—that cool vertical conveyor belt that whisks your cart up to the next floor while you ride the escalator next to it. It’s arguably the most entertaining part of the shopping experience, honestly.
The Inventory Reality Check
Because space is at a premium in Manhattan, the buyers for this store are ruthless. They don't stock 50 different types of blenders. They stock the three blenders that people living in tiny studio apartments actually buy. You’ll find a massive emphasis on "grab-and-go" items.
- Groceries: Think pre-packaged salads, snacks, and a surprisingly decent selection of frozen meals.
- Essentials: Toiletries are the big seller here. If you forgot your toothbrush at the hotel or need a travel-sized dry shampoo, this is your Mecca.
- Home Goods: You aren't going to find a king-sized headboard here. You will find Command hooks, over-the-door organizers, and those slim velvet hangers that save closet space.
Local residents rely on this spot because the alternatives in the area are often overpriced bodegas or the much more expensive options inside Macy’s across the street. It fills a very specific "middle ground" price point that was missing from Herald Square for a long time.
Navigating the Crowds Without Losing Your Mind
Timing is everything. If you walk into the Manhattan Herald Square Target at 5:15 PM on a Tuesday, you are entering a war zone. That is when the office workers from the surrounding blocks descend to pick up milk or detergent before catching their trains at Penn Station or the Herald Square subway hub (B, D, F, M, N, Q, R, W lines).
The best time to go? Early. Like, right when they open. Or mid-morning on a weekday around 10:30 AM. The "tourist rush" usually hits after lunch, and the "commuter rush" hits after 4:00 PM.
Also, a pro-tip for the tech-savvy: use the Target app. The Manhattan Herald Square Target is notorious for having items "in stock" online that are actually hidden in the back or just got shelved. If you use the "Order Pickup" feature, you can let the employees do the hunting for you. You just walk in, hit the pickup counter, and walk out. It saves you from the labyrinth.
The "Small Format" Controversy
There’s a bit of a debate among New Yorkers about these small-format stores. Some people hate them. They feel cramped. The aisles are narrower than what you’d find in a Target in New Jersey or even the one up in East Harlem.
However, from a business perspective, it’s a masterclass in urban retail. Target realized they couldn't fit a 130,000-square-foot footprint into Manhattan without paying astronomical rent. By shrinking the footprint and curating the selection to high-turnover items, they turned the Manhattan Herald Square Target into one of the highest-performing units per square foot in their entire portfolio.
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What You Won't Find
It's better to know this now than to get there and be annoyed. This location generally lacks:
- Large-scale furniture (no couches, no big dining tables).
- Extensive outdoor/gardening sections.
- A full-service deli or bakery.
- An oversized toy department (it’s mostly the hits).
If you need a massive selection of baby gear or a full-sized bicycle, you’re better off heading to the Target on 225th Street in the Bronx or taking the PATH over to Jersey City.
Safety and the Herald Square Environment
Let’s be real for a second. Herald Square is a high-traffic area, and that brings certain challenges. You’ll often see a visible security presence at the entrance. Shoplifting is a reality in any major city retail hub, and this store is no exception.
You’ll also notice that a lot of high-value items—like electronics, certain cosmetics, and even some laundry detergents—are locked behind glass. It can be a bit of a pain to flag down an associate to unlock a bottle of Tide, but that’s the reality of retail in 10001 right now. Just be patient. The staff is usually working as fast as they can under pretty high-pressure conditions.
The Convenience Factor for Travelers
If you are staying at the New Yorker Hotel, the Hyatt Herald Square, or any of the countless hotels nearby, this Target is your best friend.
Hotel gift shops will charge you $9 for a bag of chips. At the Manhattan Herald Square Target, you’re paying standard prices. It’s also the best place to buy an extra suitcase if you did too much shopping at Macy’s or a cheap umbrella when a sudden Manhattan downpour catches you off guard.
The checkout process is mostly automated now. There are rows of self-checkout machines. Usually, the line looks incredibly long—like, "spiraling through the clothing department" long—but it moves surprisingly fast. New Yorkers are efficient. We don't like to chat; we like to scan, bag, and go.
Actionable Tips for Your Visit
Don't just wing it.
First, download the Target app and set "Manhattan Herald Square" as your home store before you even leave your apartment or hotel. This lets you check real-time inventory. Nothing is worse than fighting through 34th Street traffic only to find out they’re out of the specific phone charger you need.
Second, bring your own bags. New York City has a plastic bag ban, and while Target sells reusable bags for a small fee, they can add up. Plus, the paper bags they provide aren't always great for carrying heavy groceries four blocks in the rain.
Third, look up. The signage in the store is actually pretty good, but because the space is multi-level, people often get turned around. The elevators are tucked away toward the back, so if you have a stroller or a wheelchair, head past the first few rows of clothes to find them.
Lastly, check the "Dollar Spot" near the entrance. Even in this high-rent location, they usually keep a version of the Bullseye's Playground. It’s great for cheap seasonal decor or small items to keep kids entertained during a long train ride.
The Manhattan Herald Square Target isn't a destination for a leisurely Sunday stroll. It's a tool. Use it correctly—by timing your visit and knowing what to expect—and it makes living or staying in Midtown a whole lot easier. Just remember to keep your head up and your feet moving. That's the only way to survive Herald Square.
Next Steps for Your Visit:
- Check the current store hours on the Target website, as they can shift during holiday seasons or for inventory resets.
- Verify if your specific "Order Pickup" is ready before heading to the store to avoid waiting in the customer service line.
- If the store is too crowded, consider the 2nd Avenue or 14th Street locations as alternatives that are slightly less chaotic.