You’d walk in for toothpaste and leave with a new cup, a $15 candle, decorations, and a feeling of discovery – it felt like a treasure hunt.

“It kind of involves searching for the best deal. Some things are fairly priced, something’s are overpriced, and some things are cheaply priced. It’s kind of like a treasure hunt.”

The “I came for one thing and left with twenty” meme is rooted in unplanned purchases—a behavior Target mastered by making shopping fun.

But when Target faced backlash and boycotts, something unexpected happened.

Shoppers didn’t just stop buying—they realized they didn’t miss it.

“Target? I don’t know her. 😉 I haven’t missed it”

It was an emotional connection that backfired. The hard truth is Target’s unique emotional pull may have been its Achilles’ heel. When the treasure hunt was interrupted, people realized that Target is just a place full of things they could get elsewhere. The joy of discovery faded. The habit broke, and many never came back.

“I’ve been hitting up Ulta for makeup and skincare. I’ve also been going to Costco, but that has been replacing Amazon for me more so than Target. I have been stopping by CVS for one-off bath/ body items that we run out of, so it’s easy to get stuff, and convenient online.”