Target rolls out two-day Target Circle sale, offering up to 40% off, to win back customers

18 Sep 2026, 13:47 · The Fresno Bee

While Target’s latest earnings results reveal the retailer is making all the right moves to recover from previous sales struggles, the company is not catching a break in efforts to get those customers back to its aisles.

In August, I reported that the company’s net sales had improved 5.3% year over year, hitting $26.5 billion, while comparable sales grew 3.8%, according to Target’s second-quarter earnings report. The results indicated that, under the leadership of new CEO Michael Fiddelke (since Feb. 2026), Target has been on the right track to recover from previous challenges.

Over the last few years, the retailer’s declining sales have frequently been attributed to a few controversies, boycotts over its Pride collection, and the rollback of its DEI (diversity, equity, and inclusion) initiatives.

Despite those headwinds, recent metrics indicate consumer perception is rapidly turning around. For example, in March of this year, Target was rated the 14th-most-popular department store (behind Costco, JCPenney, Walmart, and others) and 452nd-most-popular brand, based on the YouGov polling.

Now, as of Sept. 18, the same YouGov data shows Target is the 8th-most-popular department store (ahead of Macy’s, Big Lots, Dollar General, and others) and the 305th- most-popular brand overall.

Not everyone is convinced the turnaround is complete, however.

Bank of America analyst Christopher Nardone described the sales gains under new leadership as impressive but said he remains wary about the durability of the comp-sales trend. He warned that the apparel and home categories could take longer than expected to turn around, given competitive and promotional pressure across the industry, according to Axios.

That caution suggests the latest move is as much about locking in fragile momentum as it is about celebrating a recovery.

Target rolls out a new 2-day sale, Target Circle Deal Days, for members

Target confirmed on Sept. 15 that it will hold its latest Target Circle Deal Days on Oct. 6-7, rewarding members of the free Target Circle loyalty program.

The sale will feature exclusive savings on top brands, seasonal essentials, and great gifts, with 40% off thousands of items spanning apparel, kitchen gadgets, home decor, toys, beauty, tech, and more.

Early access begins Oct. 5 for members of Target Circle 360, the paid membership tier, Target said in its press release.

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Target Circle Deal Days highlights

Who can save: The deals are for members of the free Target Circle loyalty program. If you have a paid Target Circle 360 membership, you can get early access and start shopping the deals a day early on Oct. 5.
What is on sale: Major highlights include 40% off select clothing for the family (including brands like Cat & Jack and Goodfellow), up to 40% off Dyson vacuums, tech, and holiday decor, 30% off Threshold furniture, plus up to 65% off Vera Bradley. Get 30% off select skincare, haircare, and cosmetics, including Olive & June nail polish. Additionally, there is a Buy One, Get One offer on Nature Made supplements.
Special sign-up offers: Target is offering extra perks to get people to join their programs before and during the sale.
- New Target Circle members who join between Sept. 27 and Oct. 5 will get 15% off their first purchase. Those who sign up for an annual Circle 360 membership between Sept. 27 and Oct. 10 will receive $50 in Target Circle Rewards. Additionally, people approved for a Target Circle Card during this time can earn $75 in rewards.
- Target is also offering a discounted Circle 360 membership ($49/year) for teachers, college students, military members, government assistance recipients, and Target Circle Card holders.

“Helping guests celebrate the season with great style, thoughtful design and incredible value is what we do best. Target Circle Deal Days is our way of saying thank you to members while helping them save even more on the styles and brands they love,” stated Sarah Travis, executive vice president.

More recent Target coverage on TheStreet:

What Target Circle Deals mean for consumers

Target’s latest Circle Deals directly address the needs of modern, value-seeking consumers. Latest industry data reveals that consumers increasingly want loyalty benefits and measurable savings to help balance their household budgets.

For example, Deloitte’s 19th Back-to-School Survey confirms parents are seeking value when shopping amid persistently high inflation and weak consumer sentiment.

“For retailers, an opportunity lies in going beyond just discounting to meet disciplined shoppers with sharper relevance. Parents are still spending, but they are making clearer trade-offs: prioritizing replacement items, using digital tools to plan, and timing purchases around value moments,” reads the survey.

This shift in consumer behavior isn’t just about cutting back; it’s about actively hunting for the best promotions. A January 2026 consumer trends report by Capgemini supports this, stating: “Inflation and tariffs have shifted consumers to value-seeking behavior. They actively compare prices across platforms, look[ing] for discounts and loyalty benefits.”

Shoppers are also becoming increasingly resourceful, leaning on loyalty perks and brand flexibility to maintain their lifestyles. McKinsey & Company’s mid-2026 State of Consumer report highlights this ongoing trend, observing that shoppers heavily engage in “… trade-down behavior, though how they do so differs by category. When purchasing essentials, consumers tend to optimize within the category — switching brands, adjusting pack sizes, or seeking promotions.”

The importance of loyalty memberships

Recent authoritative data reinforces how crucial structured loyalty programs have become for driving retail sales and maintaining customer retention.

Almost three-quarters (72%) of consumers say loyalty programs make them more likely to spend with their preferred brand, while more than half (56%) increase their spending because of the program, according to Deloitte’s January Consumer Loyalty Research.

“Perceived value also increases, with 80% of consumers noting they get more from the brand because of the loyalty program,” reads the research.

Younger generations rely heavily on value-seeking strategies, with research indicating that “28% of Gen Z already use loyalty programs specifically as a primary tool to save money.” This explains why retailers are aggressively marketing subscription options and digital apps to younger shoppers, according to McKinsey & Company Consumer Behavior Trends.

Target membership options key highlights

Target Circle (Free): The standard loyalty tier that includes automatic discounts applied at checkout, personalized “just-for-you” bonuses, community giving votes, and a 5% off birthday reward.
Target Circle 360 (Paid): A premium membership ($99/year or $10.99/month) that unlocks unlimited Same-Day Delivery on orders $35+, free 2-day shipping, “Monthly Freebies,” an extra 30 days for returns, and early access to major sales events and brand collaborations. The rate is discounted to $49/year (or $4.99/month) for Target Circle Card holders, teachers, college students, military members, and government assistance recipients.
Target Circle Card: A credit or debit option that gives holders an extra 5% off everyday purchases, free 2-day shipping on most items, and an extended 30-day return window.
- Source: Target Circle and Target Help

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This story was originally published September 18, 2026 at 6:47 AM.