In contrast to the frequent press articles that Target’s foot traffic and sales were down mid-to-high single-digits due to consumer backlash over Target’s DEI policy changes, comp-transactions / traffic was down only -2.4%. Comp-sales for the stores were down -5.7%, which was partially offset by a +4.7% in digital sales (which is mainly store-delivery and curbside). As shown in the table below, February was the softest month per Advan traffic, and the period’s reported traffic* was largely in line with the Advan estimate.

In our review of Q4 Walmart Inc. results, we highlighted Sam’s compounding success in gaining household share which stems from strong execution on merchandise and service contemporizing (while also benefiting from the favorable macro-consumer trends that are lifting the entire club sector). Today, we shift the focus to Walmart US and its grocery business for this Q1 commentary. (We’ll come back to Walmart’s general merchandise results post Target’s earnings release next week.

By Thomas Paulson, Head of Market Insights Traffic trends going into Easter Sunday 2025 demonstrated that households planned to celebrate the holiday this year and that the “outside environment” didn’t diminish their enthusiasm and preparations. (Generally, holidays are largely immune from anxieties about the economy; it’s the shoulder periods between seasons that suffer.) As it relates to foot traffic, interpreting this year’s trend is complicated by the late timing of Easter vs.

By Thomas Paulson, Head of Market Insights On Wednesday, Walmart had a well-timed investor day to make its pitch on why it is a steady ship in all sorts of tempests (and sunnier periods), and the justification for accelerating the number of Sam’s Club openings. Big picture, what we heard: (1) while Walmart sources mostly from US suppliers (2/3rds of COGS), China is also a large supplier, meaning that tariffs could be a meaningful impact on the business as they will be judicious on what gets passed through to the consumer, (2) February was a very soft period for its sales of discretionary goods, but March was much improve (something that we’ve broadly covered ), and (3) it’s US ecommerce business, as part of its omni-channel consumer offering, has flipped to profitable.

By Thomas Paulson, Head of Market Insights Over the weekend, again numerous press and blog reports declared Target’s store traffic to be down due to boycotts and upset feelings over Target’s messaging around DEI. However, those reports cite a traffic decline YoY against a week last year that included an extra day (Leap Day). We adjust for that by using 7-day and 91-day rolling periods and Advan’s data shows no unusual trend for Target vs.