Why do people hate Target's newest remodel? (2024)

Thousands of brick-and-mortar Target stores have officially changed their designs and customers are not impressed.

One unimpressed customer is Leslie Gail, a professional organizer and TikToker who recently went viral for talking about the store's remodel. Her TikTok received more than 720,000 views and 2,300 comments. The video can be found here.

The Remodel

Target–which was rated the second-best supermarket in 2022 by Newsweek–announced the revamped floorplans in 2017 but recently announced the finishing touches of the 1,000 remodel this June with another 200 full-store remodels planned through 2022.

According to the corporate website, the remodel is intended to bring an "elevated" in-person shopping experience to customers. Partial remodels will also focus on same-day services such as order pickup and drive-up.

As part of the complete remodels, specialty lighting was introduced as well as "welcoming" and "representative" signage.

Another large aspect of the full-store renovations includes "shop-in-shop" experiences such as Ulta Beauty and Apple "stores" inside.

Consumer behavior and lifestyle expert Michael Solomon, Ph.D., told Newsweek that it seems Target is moving away from the "straightforward" and linear layout to add more "stimulating" elements to the shopping experience.

While the conventional aisle design is better for the "goal-oriented" shopper who wants to be in and out, the new layout gives customers more areas to be "entertained" with the irregular layouts.

"That's also why we see large, clear signage in stores like Target, Walmart, etc.," Solomon said. "The shopper can probably identify almost every section of the store by standing at the entrance. A stark contrast to the 'treasure hunt' that many keen shoppers love to engage in when they are in the mood!"

Although all the plans were intended to make for an easier and more inviting retail experience, many customers are complaining about the changes.

Target 'Revamp'

"Has your Target gone through the remodel yet? Mine has been under construction,"

Gail said to the camera as she sat in her car. "I'm wildly curious how the revamp of Target is going to make us spend more money there because obviously, that's why they're doing it."

The way Gail explained it is that the retail experience feels similar to a "mini-mall" with various small stores to walk in and out of rather than a large building with aisles and displays.

"There's little stores within the store and they have different personalities," she said. "They also leaned in hard to an intentional design for curbside same-day pickups."

She added that the "publicly available information" shows that consumers are spending two to four percent more money at Target with the remodel.

As Gail told Newsweek, she first noticed the remodel about six months ago when her local store began construction.

"I shop there once a week and had made some popular 'Impulse Shopping' TikToks in the store to help people avoid purchasing items that end up as clutter later," she said. "As the remodel continued, I noticed it became harder to find things and the shelves no longer supported my content because they weren't set up the same simple grid pattern."

In another TikTok, Gail said a lot of people have expressed "hate" for the remodel in the comments of her original post.

"One of the comments that I found really interesting was the people saying it felt like they were on stage," Gail said. "That's one of the reasons I stopped filming in there because before I could walk up and down the aisle and I can't now because there's an openness to it."

She questioned what about the remodel will make customers spend more money, asking if it was the loyalty of curbside pickup or the design that is more reminiscent of a department store.

As for what she dislikes, she said the "department store" layout is not for her and that the store feels overstimulating with loud music.

I used to know where everything was, so shopping was easier," she said. "About 95% of the comments are people saying they hate it. Many feel the open layout makes them feel more exposed while shopping. Others talked about the empty shelves, or missing brands they used to enjoy...A few liked that Ulta Beauty was there, but many others commented that the open layout is too confusing."

Consumer Reactions

More than 2,300 users commented on the TikTok, many expressing their disdain for the remodel and some even saying it has completely ruined their shopping experience.

"The magic of Target is gone," one user commented.

"It has made me less likely to shop there," another wrote.

"I miss the 90s target with the neon squiggles across the walls," another commented.

"I've been noticing and complaining for a while that shopping at target feels stressful now," another user commented. "Hard to find what I need, looks disorganized..."

"It's so interesting bc I'm sure they poured money into research yet everyone I know hates it and actually spends less time in the store now," another commented.

Other dissatisfied customers took to Twitter to share their opinions, many questioning why the stores needed to be changed in the first place.

"I genuinely have no idea what their target goal is w this remodel like the house was fine before," user @j_killasmooth tweeted. "They're adding modern hardwares to a house built in the 50s like get real...."

"The greatest lie the devil ever told was that Target needed a remodel," user @difficultpatty tweeted.

"Imma need my local Target to quit trying to remodel into a 'boutique experience' because nobody asked for that," @SayAnythingH tweeted. "I want a cleaner Walmart and that's it. If I want a boutique, I'll go to a boutique."

Newsweek reached out to Target for comment.

Update 10/20/22, 9:30 a.m. ET: This story has been updated with a statement from Michael Solomon, Ph.D.