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Target Tries to Lure Budget Shoppers With $2 Toiletries

  • Smartly line enters crowded market of big discounters
  • Cheaper brand follows a dozen launches in past year at Target
Inside A Target Corp. Location Ahead of Earnings Figures

Photographer: Christopher Dilts/Bloomberg

Watch out dollar stores, Target Corp. wants to steal your shoppers.

The Minneapolis-based retailer is introducing Smartly, a line of essentials and personal-care products mainly priced under $2, for budget-conscious consumers who don’t want to buy in bulk. It’s in step with Target’s strategy to offer new brands to get customers excited. It has added a dozen over the past year in categories like apparel and home decor, and it’s started to pay off.