Originally Posted by Reddy45
Target's primary demographic customer does not do their own car work.
That's what I was going to say. After asking "what automotive section?"
Early 2000s wasn't much better, though they carried chevron oils and Mobil ATF that held an Allison rating.
Now around here they're moving to smaller form Target stores, essentially, as new fancier supermarkets get built, and older ones close, they make these neighborhood targets with a food, housewares, and clothing section, and it seems like only the food section is the same size as a regular target. But that's just my observation, going into a target maybe four times a year.
Living in the middle of affluent-ish suburbia, one observation is that target has done a good job of catering to moms who don't want to go to Walmart due to demographics and the optics of being there, but are too embarrassed to say so. Target gets them notional savings (though I've never seen it really), without the stigma or inconveniences (I'll certainly admit Walmart is a horrible store to shop at) of going elsewhere. Some people we know shop at target for almost everything - clothes, food, other stuff. It's like the convenience and supermarket go-to for a lot of folks. What I have heard/seen however, is that their kids clothes are better than what you get at Walmart or other discounters, without paying fancy store prices. Cat and Jack seems good - we do have some of their kid clothes and they seem to hold up well. We've bought clothes from all sorts of places, from low to high end, and the target stuff does seem pretty good for the price.
But that's clothing, something that seems to be more of what Target is orienting towards selling... not automotive.
The demographic that shops at target, men and women included, are not DIYers on any front as far as I can tell. And if they are, it's likely that other stores like HD are better served to it.