For decades, Target has been known for its trendy yet affordable merchandise, cultivating a "cheap chic" image that resonated with fashion-forward shoppers on a budget. But in the mid-1990s, the retailer saw an opportunity to expand its appeal and compete more directly with the growing threat of Walmart Supercenters. The result was Super Target – a bold experiment in combining the style and panache of a traditional Target store with the convenience and selection of a grocery superstore.
The Birth of a Retail Behemoth
The first Super Target opened its doors in Omaha, Nebraska in 1995, promising shoppers "the best of both worlds" with its blend of general merchandise and fresh groceries. At 174,000 square feet – nearly 40% larger than a typical Target store at the time – this pioneering location set the stage for a new era of expansion and experimentation for the Minneapolis-based retailer.
The impetus for Super Target can be traced back to several key factors. Firstly, Target was eager to capture a larger share of the nearly half a trillion dollar grocery market in the United States. By offering a full range of fresh produce, meat, dairy, and packaged foods alongside its signature home goods and apparel, Target hoped to become a one-stop-shop for busy consumers looking to consolidate their errands.
Moreover, the rise of Walmart Supercenters in the early 1990s posed a significant threat to Target‘s market share. By leveraging its vast purchasing power and efficient supply chain, Walmart was able to offer unbeatable prices on a wide array of products, from electronics to pet supplies to groceries. To stay competitive, Target needed to find a way to match Walmart‘s convenience and value proposition while still maintaining its reputation for style and quality.
Super Target was the company‘s answer to this challenge. By combining the best elements of a discount store, grocery store, and department store under one roof, Target hoped to create a shopping destination that could rival the likes of Walmart and Kmart. And with its eye-catching red and white color scheme, clean wide aisles, and fashionable merchandising, Super Target promised to deliver this value in a distinctly "Tar-zhay" style.
Inside the Aisles of a Super Target
So what exactly set a Super Target apart from a regular Target store? For starters, the sheer size and scope of these locations was staggering. Whereas a typical Target store averaged around 130,000 square feet, Super Targets ranged from 174,000 to over 200,000 square feet – roughly equivalent to 3-4 football fields. This extra space allowed for a vastly expanded product assortment, with some Super Target stores carrying over 200,000 different items.
The grocery department was perhaps the most notable addition in a Super Target. Occupying roughly a third of the store‘s total square footage, this section featured a full-service produce department, on-site bakery, deli counter, and expansive dairy and frozen food sections. Many locations also had their own in-store Starbucks cafe, Pizza Hut express, or other fast food eateries to cater to hungry shoppers.
But food was far from the only draw at a Super Target. These stores also boasted an expanded selection of electronics, sporting goods, toys, and home furnishings compared to a regular Target. Seasonal items and limited-time collections were given extra prominence, with wider aisles and taller shelving units creating a sense of abundance and discovery.
To further differentiate the shopping experience, many Super Targets featured additional amenities and services not found in smaller stores. These might include a full-service pharmacy, on-site optical center, portrait studio, bank branch, or even a health clinic staffed by nurse practitioners. The goal was to create a one-stop-shop where busy consumers could tackle multiple errands and needs in a single trip.
Of course, all of these extras came at a cost – both for shoppers and for Target‘s bottom line. While prices at a Super Target were generally competitive with other grocery stores and discount retailers, they tended to be slightly higher than at a regular Target due to the added overhead of fresh food and expanded departments.
Moreover, the complexity and capital intensity of operating these sprawling stores proved challenging for Target to scale. Unlike Walmart, which built its empire on a ruthlessly efficient supply chain and a "stack it high, watch it fly" merchandising philosophy, Target‘s focus on design and presentation made it harder to achieve the same economies of scale.
The Geographic Spread of Super Target
At its peak in the early 2010s, there were 239 Super Target locations across the United States – representing about 13% of Target‘s total store fleet. But rather than blanketing the country with these mammoth stores, Target took a more selective approach to expansion that reflected its strategic priorities and market positioning.
The majority of Super Target stores were concentrated in the Midwest, Southeast, and Southwest regions of the United States – areas where Target already had a strong brand presence and room for growth. Texas had the highest concentration of Super Targets with 31 locations, followed by Florida (25 stores) and Target‘s home state of Minnesota (16 stores).
In contrast, the Northeast and West Coast had relatively few Super Targets. States like New York, Massachusetts, and California – which are known for their high population density and expensive real estate – posed logistical and financial challenges for building stores of this size. Moreover, these regions tended to have more established grocery chains and specialty retailers that made it harder for Target to gain a foothold.
Interestingly, the distribution of Super Targets also reflected Target‘s broader shift toward more urban and suburban locations in the early 2000s. Whereas Walmart tended to favor rural areas and small towns where land was cheap and competition was scarce, Target sought out higher-income, more densely populated markets where its trendy merchandise and upscale image would resonate.
As a result, many Super Targets were located in affluent suburbs or on the outskirts of major cities, often as part of larger shopping centers or mixed-use developments. These locations allowed Target to tap into a more diverse and discerning customer base while still offering the convenience and value of a one-stop-shop.
The Decline and Reinvention of Super Target
Despite its initial success and ambitious expansion plans, the Super Target concept ultimately proved unsustainable for Target in the long run. In 2015, the company announced that it would be phasing out the Super Target branding and remodeling many of these stores to better align with its core focus on style, convenience, and value.
There were several factors behind this decision. Firstly, the economics of operating Super Target stores had become increasingly challenging in the face of intense competition from Walmart, Amazon, and other retailers. With its massive scale and hyper-efficient supply chain, Walmart was able to undercut Target on price while still offering a comparable selection of groceries and general merchandise. Meanwhile, Amazon‘s rapid growth in online shopping and same-day delivery posed a threat to the very notion of a one-stop-shop supercenter.
Moreover, Target‘s own strategic priorities had shifted in the years since Super Target‘s launch. Under the leadership of CEO Brian Cornell, who took the helm in 2014, Target began investing heavily in smaller, more flexible store formats that could better serve the needs of urban and college-age shoppers. These included CityTarget stores, which ranged from 80,000 to 160,000 square feet and featured a curated assortment of products tailored to the local market, as well as TargetExpress stores, which were even smaller at just 20,000 square feet and focused on grab-and-go essentials.
At the same time, Target began experimenting with new ways to integrate its digital and physical retail channels, such as offering in-store pickup for online orders and using its stores as fulfillment centers for same-day delivery. These investments reflected a broader shift in the retail industry toward omnichannel shopping and personalized experiences.
In this context, the Super Target format began to feel increasingly outdated and out of step with Target‘s evolving brand identity. By trying to be everything to everyone, Super Target risked diluting the very qualities that made Target unique in the first place – its focus on design, curation, and a certain cool factor that set it apart from other discount retailers.
The Future of Big Box Retail
So what can we learn from the rise and fall of Super Target? On one level, it reflects the challenges and limitations of the "bigger is better" approach to retail that dominated the late 20th century. While massive superstores with endless aisles of merchandise may have once seemed like the ultimate in convenience and value, today‘s shoppers are increasingly seeking out more tailored, personalized experiences that cater to their specific needs and preferences.
At the same time, the story of Super Target also highlights the importance of focus and differentiation in an increasingly crowded and competitive retail landscape. By trying to be all things to all people, Super Target ended up losing sight of what made Target special in the first place. In contrast, Target‘s more recent success with smaller, more specialized store formats suggests that the future of retail may lie in a more curated, localized approach that leverages data and technology to deliver a seamless omnichannel experience.
Of course, this doesn‘t mean that the era of big box retail is over altogether. Walmart, Costco, and other giant retailers continue to thrive by offering unbeatable value and selection, particularly in more rural and suburban areas where space is plentiful and competition is scarce. But as Target‘s experience with Super Target shows, even the most successful retailers must continually adapt and evolve to stay ahead of changing consumer preferences and market conditions.
Ultimately, the legacy of Super Target may be less about the specific format or features of these stores than about the broader lessons they offer for the future of retail. In an age of endless choice and instant gratification, retailers must work harder than ever to differentiate themselves through unique products, experiences, and values that resonate with their target customers. Whether through curated assortments, personalized service, or seamless integration of physical and digital channels, the most successful retailers will be those that can adapt and innovate to meet the ever-changing needs and expectations of shoppers.
Conclusion
The rise and fall of Super Target offers a fascinating case study in the evolution of big box retail in the United States. From its ambitious beginnings as a one-stop-shop for stylish shoppers on a budget to its eventual rebranding and retrenchment in the face of changing market conditions, Super Target reflects both the promise and the perils of trying to be everything to everyone in an increasingly fragmented and competitive retail landscape.
While the specific format of Super Target may have run its course, the lessons it offers for the future of retail are as relevant as ever. As shoppers increasingly seek out more personalized, convenient, and values-aligned shopping experiences, retailers must work harder than ever to differentiate themselves through unique products, services, and brand identities that resonate with their target customers.
Whether through smaller, more specialized store formats, seamless integration of physical and digital channels, or a renewed focus on design and curation, the most successful retailers will be those that can adapt and innovate to meet the ever-changing needs and expectations of shoppers. And while the era of the massive superstore may be coming to an end, the spirit of innovation and experimentation that gave rise to Super Target will continue to drive the evolution of retail for years to come.
