This post is part of our Battle of the Brands feature. Let us know which brand you prefer, and check out other Battle of the Brands posts.
In the suburban landscape littered with big-box retailers, it is no secret which are the favorites of the Friday morning housewives, the Saturday afternoon family shoppers. These are the stores so formidable that families can often be spotted pushing two carts to haul their weekly stock of everything from boxed wine and board books to T-shirts and toilet paper. And Wal-Mart Stores Inc. (NYSE: WMT) and Target Corp. (NYSE: TGT) are the very exemplification of our Battle of the Brands showdown: for most of you, it's either one or the other, never both. In the world of bargain retail megastores, loyalties run deep.
And naturally, both Wal-Mart and Target are forever trying to move in on each others' turf. While Target has always been known for its partnerships with cutting-edge fashion icons (regular shoppers often call it "Tar-jay," with a French accent, though the corporation is firmly rooted in the American Midwest), Wal-Mart has been known for tripping over its own fashion foot. Wal-Mart has emphasized its ability to deliver every single last thing to its customers (from banking to bebop to "green" coffee).
This year has marked a few nuances to the two companies' strategies. Target has been wooing upper-middle-income shoppers who are now looking for better values, with a rumored experiment with high-end cosmetics, a refinement of its furniture offerings, and a focus on labeling foods so consumers will feel more secure purchasing its fresh groceries.
As for Wal-Mart's part, the company is struggling to overcome its fashion deficit (and taking a page right out of Tar-jay's book) by working to become more fashionable, attracting recognized brands, and convincing celebrities to license their names on blue jeans and sheet sets. Lately the company's saccharin self-congratulatory commercials (in which yoga-pants-clad women wonder rhapsodically what the world would be like if everyone bought a bag of Sun Chips or organic cotton pajamas) demonstrate Wal-Mart's attempt to position itself as the ultimate green company. Is anyone buying this?
I'm not. And while I'm attempting to buy less of everything given the current recession and my family's commitment to lessen our footprint (and be kind to our bank account), I'll always have a soft place in my heart for Target. When I need a new digital camera or a couple sets of rubber boots for the kids, that will be my destination. Wal-Mart's environmental commitment won't win me over; I'm still too overwhelmed by the chaos of simply walking in my local Wal-Mart's doors. Until the chain does something to address its deserved reputation for poor customer service, badly-treated employees, and the carnival-madhouse atmosphere of its stores, I think Target will continue to win the Brand Showdown.
Vote in our poll for Target or Wal-Mart as your preferred brand, and let us know in the comments why you love it.











Reader Comments (Page 1 of 2)
4-29-2008 @ 10:42AM
jeff said...
target wouldnt let ous military collect donations for toys for tots
4-29-2008 @ 2:11PM
Ruth said...
I care nothing about fashion.. Walmart's prices are lower than Target's for everything I use regularly. I don't read others' ads because I know Wal-Mart will be less.
4-29-2008 @ 2:30PM
widowlindsay said...
Wal Mart has been the death of downtown America, put small businesses out of business and as soon as they had total control of the market, raised their prices accordingly. You can go into any Walmart, find an item and then go to a small town WalMart and get the exact item for more money than you would in a city.
I won't trade at WalMart "FallApart" unless it's absolutely the last place I can get something I need. I'll pay more to get it someplace else, just so I don't have to trade at that store.
4-29-2008 @ 2:32PM
Patricia said...
I completely agree with this article. Wal-mart does not seem green at all. and their customer service is horrible. I love target and am willing to pay a few extra cents for good customer service and a clean, neat store! Wal-mart is horrible!
4-29-2008 @ 2:35PM
tish said...
Wal Mart destroys communities, while Target with their donations back into communities, builds them up. I have boycotted Wal Mart for five years and think the world would be a better place if others followed suit. Better yet--shop locally whenever possible and do your part to keep family businesses in tact and the environment viable.
4-29-2008 @ 2:58PM
R. MORAN said...
depending on how you do the accounting - Wal-Mart is 7 to 10 times larger than target. so; Forget the comparison. p.s. sarah gilbert is known to be a target butt-kisser. this is not her first article.
4-29-2008 @ 3:00PM
Alex said...
I really try to NOT shop at wally world or sammie's club because of that company's abyssmal record on basic employee rights. They refuse to allow their employees to unionize, and have an absolutely horrible record on "health care", despite their touted "$4 prescription". Their products are for the most part shoddily put together, and the cashiers are a joke.
4-29-2008 @ 3:02PM
JAY said...
Wal-Mart is gross.. and it is really bad that they encourage their employees to go on public assistance for their healthcare needs. Be an American, the true kind and stay out of Wal-Mart!!!!
Remember - an honest day of work for an honest day of pay... Lets bring this back!!!
4-29-2008 @ 3:21PM
Tammy said...
Target does not use Christmas in any of its ads, will not help out toys for tots and I will never shop there. The Tar-Jay' folks should be ashamed to give there hard earned "In God We Trust" to them. Wal-Mart has it's faults but you still hear the Salvation Army bells at Christmas to help those who need it most!!!
4-29-2008 @ 4:01PM
Jimbo said...
Maybe the pay is marginal at Wal-Mart. Maybe some local folks have had to close. And Wal-Mart buys billions from foreign vendors. And they are just too damned big. And yet, this company, foregoing the Neiman Marcus business vision, has brought lower prices to Middle America, which has showered Wal-Mart with billions of dollars in sales and a success story unparalleled in business history.If Wal-Mart confined its purchases to US manufacturers (and much of which is no longer made here anyway), the company would revert from giant to dwarf in 5 years due to the price disadvantages they would suffer. Result? Try the job loss of several hundred thousand employees, plus the domino problems of Wal-Mart vendors. Maybe they could be absorbed by American manufacturers. Yeah, right. I have no connection to Wal-Mart. Jimbo
4-29-2008 @ 4:04PM
Jennifer said...
i have worked for target for almost five years, and i love it! and we do use christmas in our ads as well as ours signs in the stores. i hung merry christmas banners at the front of the store last christmas along with happy holidays banners. so thats simply not the case. as far as the salvation army goes, they are annoying. they beg for money and at one point i worked for walmart, and the salvation army worker that was ringing the bell out front found out when our payday was and hassled us for money and thats ridiculous. target does more for their in store communities than most people know. take a look at the website. if it was so terrible i wouldnt be working there anymore....and for the record, i get paid very well, have a m-f workweek with set hours, i am college educated, have good benefits, and have a great 401k.
4-29-2008 @ 4:05PM
LEE said...
I WILL NOT SHOP TARGET ANY MORE PERIOD. THEY WILL NOT LET THE BELL RINGERS RING AT CHRISTMAS TIME. WHAT HAS HAPPENED TO THE AMERICAN WAY? THANKS TARGET BUT NO THANKS!!!
4-29-2008 @ 4:15PM
Helga Newman said...
Wal-Mart seems to hold a retail monopoly in small and medium towns in the Southeast with shoddy merchandise, bad customer service and low-paying dead-end jobs. I absolutely hate Wal-Mart stores, even though my hometown can't get enough of them. There are five Super Wal-Mart stores in a ten mile radius but only one Target store. I really like Target with its clean stores and better merchandise.
4-29-2008 @ 4:30PM
Steph said...
I refuse to shop at Target anymore. I used to love going there, it was my Sunday afternoon play spot. Then, I was given a gift for Christmas from my MIL. She didn't give me a receipt with it. I wanted to exchange the item and was told that "as long as the value is over $20 I can't do anything without a receipt." The tags were still on and the exact item was still on the shelf. So basically, I have to hold on to merchandise I don't want (or insult my MIL by telling her I don't like the gift- not really an option) until it is no longer worth the amount spent on the item. All I wanted was to exchange the item, not return. Target does not value my money, so they won't ever get any more of it.
4-29-2008 @ 4:46PM
Jody said...
I was disgusted when I went to Target to return a coffee machine that broke after only 1 month of use. Unfortunately I was 7 days late for the new "90 day" rule even though I had a receipt. I now have to call an 800 number & ship it myself. I will never purchase anything like a consumer product from Target again. I don't know what Walmart's exchange or return rules are but they will now be investigated even though I hate shopping there.
4-29-2008 @ 5:04PM
Jean said...
I won't shop at Target even though the have a higher quality of merchandise , they will not let Salvation Army outside the doors at chrismas
4-29-2008 @ 5:17PM
Cheryl said...
The world does not revolve around the bell ringers. Walmart allows Salvation army to collect to help others, yet treats their workers horribly. If they really wanted to help the needy, they should pay their workers a real salary. Please get off the Salvation army kick. Target does lots of good for the public.
4-29-2008 @ 5:21PM
Shan said...
No, Target does not allow the bell ringers at christmas time and that is one of the reasons that I shop their. If you go to Targets web site you can find out what charities they do contribute to. They have donated 1million plus to the Salvation Army alone, as well as the American Red Cross,The United Way, local schools, I could go on any on.I only shop at Wally World when I have to and when I do go their the stores are always dirty, the employees are rude and I have to use the self checkout because they do not have enough cashiers. Target always feels clean and the employees are friendly and willing to help. Wal-Mart has taken advantage of their customers and employees for too long and I for one am tired of it.
4-29-2008 @ 5:32PM
Cathy said...
Walmart has cleaned up its stores since the buy out by Sears? I am not embarrassed to go there for 2 outstanding reasons. 1 - refunds are quick and smooth. 2 - I cannot think of anything I could want from what used to be what was called a "dime store" that they do not have, in volumes, plus a good selection of same. Indeed, at this point in time, I do not have to check my cash before entering the store. Credit not required. Check back with me in 6 months for the "cash" statement. And checking out is a test of tolerance in this impatient age.....
4-29-2008 @ 5:52PM
Carolyn said...
I prefer Target over Wal-Mart. I never have to wait in a long line, the cashiers are always friendly. The give plenty to the community to make up for the lack of bell rigners, girl scouts, etc plus treat their employees great vs. Wal-mart. Target is always clean, plus they frequently run sales to make their merchandise cheaper than Wal-Mart. Wal-Mart doesn't think they have to run sales. Wal-Mart gets an attitude if you use coupons where Target always gladly accepts them. The person who stated that Wal-Mart is better since bought out by Sears must not listen well to the news as that was K-Mart, not Wal-Mart that merged with Sears.