- The stores carry most of what a traditional Target does, and they offer options like online-order pickup and same-day delivery.
- We shopped at a small-format Target in New York City and a more traditional Target store in Jersey City in the fall of 2018. Here's how they compared.
- Visit Business Insider's homepage for more stories.
ADVERTISEMENT
We compared a small Target store in the city with a suburban-style Target. Here's how they stacked up. (TGT)
Target has been growing its small-store fleet in order to attract shoppers living in big cities.
target nyc 1858
ADVERTISEMENT
Target has been growing its small-store fleet in a play to attract shoppers living in big cities.
The stores are designed to reach consumers living in densely populated areas like New York, Chicago, and Los Angeles. Target plans to have over 130 of these small-format stores by the end of 2019, and the company told CNBC that it's on track to open 30 of this type of store across the US each year going forward.
The smaller stores currently offer most of the same services as traditional Target stores, like same-day delivery and online-order pickup.
ADVERTISEMENT
In its most recent earnings report this week, Target reported that comparable sales were up 3.4% in the second quarter.
Target's smaller stores are a fraction of the size of a full Target store. Full stores average145,000 square feet, while smaller stores average 12,000 to 80,000 square feet. Still, they carry many of the same categories, including clothes, electronics, and groceries.
We visited a suburban-style Target in Jersey City, New Jersey, and a small-format Target in New York's Tribeca neighborhood. Here's how they stacked up:
This article was originally written by Jessica Tyler.
First we went to the smaller Target store in Tribeca, in Lower Manhattan.
ADVERTISEMENT
BusinessInsider USA Images
Business Insider/Jessica Tyler
On the first floor, there was a womens fashion section on the left, and athletic wear on the right.
BusinessInsider USA Images
Business Insider/Jessica Tyler
ADVERTISEMENT
The clothes on the first floor were mostly business casual.
BusinessInsider USA Images
Business Insider/Jessica Tyler
Both mens and womens workout gear were in the corner of the store. There was a surprising amount to choose from, but not as much as at the full-size Target.
BusinessInsider USA Images
ADVERTISEMENT
Business Insider/Jessica Tyler
In the back of the store was a small home section with pillows, candles, and other small home decor items.
BusinessInsider USA Images
Business Insider/Jessica Tyler
There wasnt a ton to choose from, but there was enough to find what you needed.
ADVERTISEMENT
BusinessInsider USA Images
Business Insider/Jessica Tyler
Near the home section was a sign explaining all of the different delivery options, including online-order pickup, same-day delivery, and free two-day shipping.
BusinessInsider USA Images
Business Insider/Jessica Tyler
ADVERTISEMENT
The first floor also had a Chobani bar with yogurt, sandwiches, soups, coffee, and dessert for sale.
BusinessInsider USA Images
Business Insider/Jessica Tyler
By the escalator there was a directory, registry kiosk, and phone-charging station.
BusinessInsider USA Images
ADVERTISEMENT
Business Insider/Jessica Tyler
The lower level was a lot bigger than the top floor.
BusinessInsider USA Images
Business Insider/Jessica Tyler
At the bottom of the escalator was a continuation of the home section from upstairs. It also carried a small selection of furniture like bookshelves.
ADVERTISEMENT
BusinessInsider USA Images
Business Insider/Jessica Tyler
It carried a fraction of the furniture a traditional Target store has.
BusinessInsider USA Images
Business Insider/Jessica Tyler
ADVERTISEMENT
There was a wall with kitchen essentials.
BusinessInsider USA Images
Business Insider/Jessica Tyler
Signs everywhere advertised $7 same-day delivery.
BusinessInsider USA Images
ADVERTISEMENT
Business Insider/Jessica Tyler
Towards the back of the floor were office supplies, craft supplies, and school supplies. A lot was out of stock when we visited.
BusinessInsider USA Images
Business Insider/Jessica Tyler
Books were along the end caps of the aisles. There was definitely a lot less to choose from than at a traditional Target.
ADVERTISEMENT
BusinessInsider USA Images
Business Insider/Jessica Tyler
It also carried a small amount of home cleaning products ...
BusinessInsider USA Images
Business Insider/Jessica Tyler
ADVERTISEMENT
... and a few aisles of electronics. There were TVs, phones, headphones, and accessories.
BusinessInsider USA Images
Business Insider/Jessica Tyler
The toy section took up the entire back corner of the store. It also had a small aisle of sports equipment.
BusinessInsider USA Images
ADVERTISEMENT
Business Insider/Jessica Tyler
The grocery section took up about half of the lower level. It had a few aisles of snacks ...
BusinessInsider USA Images
Business Insider/Jessica Tyler
... a refrigerated section with meat, dairy, and produce ...
ADVERTISEMENT
BusinessInsider USA Images
Business Insider/Jessica Tyler
... and one aisle of frozen foods and dessert.
BusinessInsider USA Images
Business Insider/Jessica Tyler
ADVERTISEMENT
There was a continuation of the womens fashion section downstairs, as well as a small fitting room. It seemed a bit inconvenient to have the section split up between two floors instead of keeping it all together.
BusinessInsider USA Images
Business Insider/Jessica Tyler
Near the registers was a small CVS pharmacy and drugstore products like over-the-counter medications and toiletries.
BusinessInsider USA Images
ADVERTISEMENT
Business Insider/Jessica Tyler
There were a lot of open registers, and a lot of self-checkouts as well. The small-format Target carried almost everything a traditional Target does, but there was definitely less variety to choose from.
BusinessInsider USA Images
Business Insider/Jessica Tyler
We went to a full-size Target store in Jersey City next. While its up for debate whether Jersey City would qualify as a suburb, this location is a good example of what Targets look like in the suburbs.
ADVERTISEMENT
BusinessInsider USA Images
Business Insider/Jessica Tyler
The doorway had a sign advertising $7 same-day delivery, much like the smaller-format Target did.
BusinessInsider USA Images
Business Insider/Jessica Tyler
ADVERTISEMENT
Right in the front of the store was a CVS pharmacy ...
BusinessInsider USA Images
Business Insider/Jessica Tyler
... and a cosmetics section, both of which were about double the size of the section at the smaller Target.
BusinessInsider USA Images
ADVERTISEMENT
Business Insider/Jessica Tyler
Also in the entrance was Bullseyes Playground, which carries small products that are usually under $5.
BusinessInsider USA Images
Business Insider/Jessica Tyler
The grocery section took up a huge portion of the store, but the fresh produce aisle was almost identical to the one in the small-format Target.
ADVERTISEMENT
BusinessInsider USA Images
Business Insider/Jessica Tyler
There were way more frozen foods and desserts to choose from ...
BusinessInsider USA Images
Business Insider/Jessica Tyler
ADVERTISEMENT
... and a much bigger variety of snacks. The aisles were also a lot wider, and there was more in stock.
BusinessInsider USA Images
Business Insider/Jessica Tyler
There were tons of kitchen products ...
BusinessInsider USA Images
ADVERTISEMENT
Business Insider/Jessica Tyler
... and a massive section of the store was dedicated to home decor and furniture. It had a lot more to choose from than the smaller Target, which seemed to focus on just the basics.
BusinessInsider USA Images
Business Insider/Jessica Tyler
But a lot of the displays were the same.
ADVERTISEMENT
BusinessInsider USA Images
Business Insider/Jessica Tyler
There were a lot more style options in the womens department, rather than focusing primarily on business casual. It was also organized a bit better because the department wasnt divided up throughout the store.
BusinessInsider USA Images
Business Insider/Jessica Tyler
ADVERTISEMENT
It also had a big shoe department ...
BusinessInsider USA Images
Business Insider/Jessica Tyler
... and a mens department, neither of which I saw at the smaller-format Target.
BusinessInsider USA Images
ADVERTISEMENT
Business Insider/Jessica Tyler
The toy departments were pretty similar, but the bigger Target carried products like bikes and skateboards, which werent available at the Target in the city.
BusinessInsider USA Images
Business Insider/Jessica Tyler
The electronics department was a lot more impressive at the full Target it carried more of everything that the smaller Target had, plus more products like cameras and smart watches.
ADVERTISEMENT
BusinessInsider USA Images
Business Insider/Jessica Tyler
There was also an entire section of books and movies, as opposed to just a few of them on the end caps of aisles.
BusinessInsider USA Images
Business Insider/Jessica Tyler
ADVERTISEMENT
The small-format Target only had a small kiosk for gift registries, but the Target in Jersey City had an entire guest services center with a place for returns and exchanges, registry help, and an ATM.
BusinessInsider USA Images
Business Insider/Jessica Tyler
There was the same number of registers and self-checkouts as at the smaller Target store. After the checkout was a Pizza Hut and a Starbucks, as well as a small dining area.
BusinessInsider USA Images
ADVERTISEMENT
Business Insider/Jessica Tyler
Naturally, the suburban Target carried more of a variety of products, but it also carried entire categories that the small Target didnt, like shoes and cameras.
BusinessInsider USA Images
Business Insider/Jessica Tyler
The bigger Target store was also a lot more organized, with bigger and more clear labels throughout the store.
ADVERTISEMENT
BusinessInsider USA Images
Business Insider/Jessica Tyler
Still, the smaller Target has all of the essentials that a normal Target has, and its a lot more manageable than the full Target store, especially in a city. It definitely is quicker getting in and out of because its a smaller store with just as many registers, and it has the essentials.
BusinessInsider USA Images
Business Insider/Jessica Tyler
ADVERTISEMENT
For anyone who has the option to go to both stores, the city Target is definitely more convenient.
BusinessInsider USA Images
Business Insider/Jessica Tyler
Jessica Tyler wrote an earlier version of this article.
See Also:
ADVERTISEMENT
SEE ALSO: Target is launching its own food brand as it doubles down on grocery and takes on Walmart
FOLLOW BUSINESS INSIDER AFRICA
ADVERTISEMENT
Recommended articles
Congo is spending 22% of its scarce revenue on security - Minister
Another African country is set to get a Russian embassy
Medic West Africa 2024: A resounding success in fostering collaboration and innovation for a brighter healthcare future
10 African countries with the most troubling external debt in 2024
10 African countries with the least soft power influence over the world
Kenyan government rejects calls to ban TikTok, recommends tighter control over
Congo accuses Apple of conflict minerals in its supply chain
Top 10 African countries with the highest fuel prices in April 2024