Target’s ‘Brilliant’ Marketing Strategies Lead to $1.3 Billion Drop in Same-Store Sales

August 17, 2016

First Drop in Target Same-Store Sales in More Than Two Years, Notes Financial Expert Dan Celia, as He Weighs in on This Morning’s Second-Quarter Earnings Report from Target

PHILADELPHIA, Pa.—Many in the financial sector, and those outside of it too, paid close attention to Target’s second-quarter earnings report this morning, including financial expert and national radio and television host Dan Celia.

“This morning, Target reported that its earnings are up, but more importantly than earnings are same-store sales, or revenue, which is down 1.1 percent, or $1.3 billion—and, notably, same-store sales are down for the first time in more than two years,” Celia said. “Target also cut its 2016 outlook. After this report, we’re seeing a pre-market drop of 2.6 percent.

“This comes at a time when the retail sector last week saw a bit of a boost  from box stores, led by Macy’s, that had better-than-expected earnings. Often, an entire sector will be lifted as we see the majority of the entities in that sector doing well. Back in the middle of April, we saw the Target share price at $84, only to drop to $66 a share by the middle of May. All of this was in the middle of a Target boycott by shoppers committing not to shop at Target stores—nearly 1.4 million, in fact, signed a petition. This is because Target made a conscious marketing decision to appeal to 0.003 percent of the population at the risk of alienating 99.9 percent of the population. To say that this brilliant marketing strategy that led to the boycott had little impact on their numbers is naïve at best. And one would assume that CEO Brian Cornell will be held accountable by his board unless, of course, the board’s ideology will get in the way of leadership, as it has with the CEO.

“American Family Association, after initiating the boycott,” Celia concluded, “met with Target to simply ask that the corporation offer gender-specific restrooms and fitting rooms, as well as offer restrooms that can be used by those who identify as transgender. Target has refused to adopt such a policy, even in the hopes to regain 1.4 million shoppers. Another brilliant marketing strategy.”

Celia leads Financial Issues Stewardship Ministries (FISM, www.financialissues.organd hosts “Financial Issues” daily on more than 600 radio stations. The program is also seen on the National Religious Broadcasters (NRB) television network, reaching 45 million households, and BizTV, which reaches millions more in major markets. To view Celia’s recent show clips, click here. “Financial Issues” is also live-streamed Monday through Friday from 9 to 11 a.m. ET on the Financial Issues with Dan Celia YouTube Channel.

Daily, Celia addresses important financial headlines, takes calls from around the country, and focuses on current economic trends and critical mass in corporate America. He accurately predicts rises and falls in the U.S. and global economies. He also hones in on godly financial stewardship when talking to thousands who want to honor God with their finances.

Celia also educates listeners and viewers about his stock “sell” list, encouraging those who strive to be biblically responsible with their investing to sell certain stocks based on the company’s involvement in immoral or anti-biblical issues, such as having stake in Planned Parenthood funding, pornography, same-sex marriage or other matters that should be concerning to Christians.

A financial expert and author backed by decades of financial experience, Celia is personally in touch with thousands of people each week from across the country. He has worked for 35 years as an entrepreneur and businessman, and has developed a biblically responsible system of financial management with great success. Celia started his radio program in 1997 and has interviewed newsmakers, experts, lawmakers and presidential candidates. He speaks at conferences, town hall meetings and investment conferences around the country, is the author of six books and publishes a weekly newsletter.

For more on Financial Issues Stewardship Ministries, visit its web site at, itsFacebook page, the YouTube channel, Financial Issues with Dan Celia or its Twitter feed, @financialissues.




To interview Dan Celia of Financial Issues Stewardship Ministries, contact Jen Retallick, 610-584-1096, ext. 100,, or Deborah Hamilton at 215-815-7716 or 610-584-1096, ext. 102.

Dan Celia is president and CEO of Financial Issues Stewardship Ministries and host of the national syndicated radio talk program “Financial Issues,” heard daily on more than 600 stations across the country and in millions of homes through NRB-TV, BIZ-TV and others. FISM believes that only revival will transform America back to its Judeo-Christian heritage and biblical values.

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