Target Expands 'Black Friday' Sales

It’s raining offers at Target Corporation ( TGT - Analyst Report ) , the operator of general merchandise and food discount stores in the United States, as the company announced the expansion of its ‘Black Friday’ sales into nine days of deals.

Target will hold its “Bonus Black Friday” sale for two days, July 20 to July 21, followed by its first-ever Summer Cyber Week sale from July 22 to July 28.

The move reflects the company’s strategy to combat the slowdown in consumer spending by offering extended deals on a wide range of products including apparel, electronics, toys, baby gear, movies, health & beauty and more.

We believe that Target’s efficient marketing, multi-channel strategy, product innovation, compelling pricing strategy and new merchandise assortments, should help to drive comparable-store sales and operating margins in the long term. We expect the company to gain market share, and believe that more focus on consumable items should boost sales and earnings in a sluggish consumer environment.

In order to lure customers, Target is also providing an additional benefit of free shipping for any e-shopping to its cardholders, who are already getting a discount of 5% for their purchases.

Target now tends to focus more on store renovations, enhancing store sales productivity while introducing smaller store formats, and eyeing opportunities to open stores in international markets.

Target, which competes with Wal-Mart Stores Inc. ( WMT - Analyst Report ) and Costco Wholesale Corporation ( COST - Analyst Report ) holds a Zacks #3 Rank (short-term Hold rating).

We have a long-term Neutral rating on the stock as the company’s customers remain sensitive to macroeconomic factors including interest rate hikes, increase in fuel and energy costs, credit availability, unemployment levels, and high household debt levels, which may negatively impact their discretionary spending, and in turn, the company’s growth and profitability.