MINNEAPOLIS — Discount retailer Target Corp. said Thursday a key revenue measure rose 2.4 percent in October, as customers spent more on food and health and beauty items, but the number of people buying items was even with a year ago.

Analysts expected a bigger 3.3 percent increase for the four weeks through Oct. 27, according to Thomson Reuters, but CEO Gregg Steinhafel was optimistic about the all-important upcoming holiday season.

Retailers can make up to 40 percent of the year’s revenue from holiday shopping.

To lure shoppers, Target is offering a 5 percent discount for customers who have a Target Redcard and says it will match prices from brick-and-mortar competitors.

The Minneapolis company expects the revenue figure to rise by a low-single-digit percentage in November.