If you’ve walked into a Target lately, you might have noticed things feel a little... different. Maybe the shelves aren't as packed as they used to be, or perhaps you're seeing more "Value" signs than "Limited Edition" designer collaborations. This isn't just a vibe. It's a calculated, somewhat desperate pivot. And if you’re looking at how is target stock doing, the answer is a bit of a rollercoaster.
As of January 14, 2026, Target (TGT) is sitting around $108.62. That’s a decent jump from where it was just a few weeks ago in December when it was languishing in the $90s. But don't pop the champagne yet. We are still a long way off from that 52-week high of **$145.08**.
Honestly, the stock is in a "prove it" phase.
Investors are currently staring at a company that is undergoing a massive identity crisis. On one hand, you have a retail giant that has increased its dividend for 54 consecutive years. On the other, you have a CEO transition happening in literally two weeks, a string of "meh" earnings reports, and a consumer base that is increasingly choosing eggs and milk over cute throw pillows.
The Reality of How Is Target Stock Doing in 2026
To understand the stock, you have to look at the numbers, but also the "why" behind them. In the most recent Q3 2025 data, net sales actually dipped by 1.5% to $25.3 billion. People are still spending, but they aren't spending at Target the way they used to. They are flocking to Walmart for lower prices or Amazon for sheer convenience.
Target's biggest headache right now? Discretionary spending.
Basically, Target makes its best margins on stuff you don't actually need—home decor, apparel, and those random items in the "Bullseye's Playground" section. But with the cost of living still biting, shoppers are sticking to the essentials. While Target's food and beverage sales have seen some growth, that "fun" stuff—what they call "Hardlines"—is struggling.
Here is the quick breakdown of where things stand:
- Current Price: ~$108.63 (up about 8% since the start of the year).
- Dividend Yield: A beefy 4.3%, which is actually quite high for big-box retail.
- P/E Ratio: Around 13.2, suggesting the stock is relatively "cheap" compared to historical norms.
- The Leadership Shift: Brian Cornell is stepping down as CEO on February 1, 2026, handing the keys to Michael Fiddelke.
Why the CEO Change Matters More Than the Charts
Most people looking at how is target stock doing focus on the price graph. Big mistake. The real story is the leadership. Brian Cornell has been at the helm for 11 years. He’s the guy who turned Target into "Tar-zhay." But lately, the magic has faded. Between DEI backlashes that hurt traffic and a perceived decline in store cleanliness, the brand has taken some hits.
Michael Fiddelke, the incoming CEO, is currently the COO. He’s an insider. Some investors are annoyed by this. They wanted an outsider to come in and "clean house." Instead, they’re getting the guy who helped build the current strategy.
Fiddelke has his work cut out for him. He has already pledged to focus on "product newness" and a better in-store experience. We've heard that before. But the market seems to be giving him a small "honeymoon" bounce in January, hoping that a fresh perspective at the top will finally fix the declining same-store sales, which dropped 2.7% in the last reported quarter.
The "K-Shaped" Retail Struggle
There is a widening gap in retail right now. Analysts call it a "K-shaped" economy. On the top half, you have people who are doing fine and shopping at Costco or luxury spots. On the bottom, you have people struggling with inflation who are strictly sticking to discount bins.
Target is stuck in the middle.
They aren't the cheapest (that's Walmart or Aldi). They aren't the most convenient (that's Amazon). They rely on "the cheap chic" factor. If the 2026 consumer doesn't feel like "treating themselves" to a $30 cardigan while buying laundry detergent, Target loses.
However, it's not all doom and gloom. Their digital game is actually getting stronger. Target Circle 360, their membership program, saw same-day delivery growth of over 35%. That is a massive number. If they can figure out how to be as fast as Amazon while keeping that Target "spark," they might actually pull this off.
Is the 4.3% Dividend a "Trap" or a Treasure?
For income investors, the dividend is the main course. Target is a Dividend King. They have paid and raised dividends for over five decades.
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Right now, the annual payout is $4.56 per share. With the stock price where it is, that yield is hovering over 4%. For comparison, Walmart’s yield is usually way lower, often under 1.5%.
Is it safe? Probably. The payout ratio is around 54%, meaning they are using about half of their earnings to pay shareholders. That’s a healthy cushion. But a dividend is only "good" if the stock price doesn't drop by 20% while you’re holding it.
What the Experts Are Saying
Wall Street is currently "meh" on Target. Out of 27 major analysts, the consensus is a Hold.
- The Bulls: They say the stock is undervalued. They point to the $5 billion Target is spending on store remodels and tech in 2026 as a sign of future growth.
- The Bears: They point to the "messy stores" and the fact that e-commerce growth (excluding same-day delivery) is only around 2.4%. They worry Target is losing its "cool" factor to brands like Shein or even TikTok Shop.
What You Should Do Next
If you’re wondering how is target stock doing because you’re thinking about buying, you need a plan. Don't just jump in because the yield is high.
- Watch the February 1st Transition: See what Michael Fiddelke says in his first 30 days. If he announces a major store-closing plan or a massive price-cut initiative, the stock will move—fast.
- Check the "Discretionary" Trend: Keep an eye on retail sales reports. If people start buying "wants" again instead of just "needs," Target is the first place that will benefit.
- Mind the Technicals: The stock has a lot of "resistance" around the $115 mark. If it can break above that and stay there, the narrative might finally shift from "struggling giant" to "recovery story."
The bottom line? Target isn't going anywhere, but it's no longer the "slam dunk" it was in 2021. It’s a value play with a great dividend, wrapped in a whole lot of uncertainty. Keep your position size reasonable and don't expect a moonshot anytime soon.
Next Step for You: Review your portfolio's exposure to "Big Retail." If you are heavily weighted in Walmart or Costco, Target might actually provide some decent diversification at a lower entry price, provided you can stomach the volatility of a leadership change. Check Target's investor relations page on February 1st for the official "changing of the guard" announcement and any updated 2026 guidance.