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Target reports sluggish sales

4th quarter profits drop

NEW YORK — Target cut its fourth-quarter profit and sales outlook after sluggish holiday traffic in its stores and weak sales in key areas like electronics and food offset a surging online business.

The holiday season was disappointing for Target and several other retailers trying to be more nimble in a changing landscape where online leader Amazon.com sets the rules. Macy’s, Sears and others have announced store closings and layoffs.

Target said revenue in its signature categories — clothes, home, wellness and toys — increased in November and December. But electronics and entertainment were a weak spot, as well as food and essentials. Target has been struggling to find the right assortment of groceries to bring shoppers back in more often.

The Minneapolis-based discounter said the costs associated with bolstering its online services and price competition for shoppers conditioned to look for deals hurt fourth-quarter margins.

“While we were pleased with Black Friday sales, December digital sales growth of more than 40 percent and continued strength in our signature categories, these results were offset by early season sales softness and disappointing traffic and sales trends in our stores,” CEO Brian Cornell said in a statement.

Target had stepped up its emphasis on value, increased its holiday marketing and showcased more exclusive merchandise like the children’s clothing brand Cat & Jack.

Target said Wednesday that sales at stores opened at least a year fell 1.3 percent for November and December. That number includes online sales.

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