Target stores are empty, return lines are packed, and TikTok is buzzing with “What happened to Target?” Here’s what’s going on.

If you’ve been on TikTok lately, you’ve probably seen the flood of videos showing Target stores that look eerily empty. Customers are walking in, noticing the quiet aisles, and feeling awkward just being there. Meanwhile, return lines are packed with carts overflowing.

The phrase “What happened to Target?” is all over social media, racking up views as people try to figure out what’s going on. Some are claiming a major boycott is underway. Others are speculating about Target’s business struggles. So, what’s really happening?

The Viral TikTok Trend: Why Are Target Stores Empty?

It all started with videos of shoppers posting their Target experiences. One woman said she walked into her local store to return something and immediately felt uncomfortable because of how dead it was. Another showed rows and rows of shopping carts filled with returns, while commenters flooded in with their own stories.

One TikTok user posted, “I had to get my son’s formula, and I swear I walked in with my head down like, ‘Don’t judge me!’ It’s either Target or Amazon!” Her video was flooded with comments from users saying they felt the same way.

Another shopper commented, “I was the only person in my entire Target today. It felt so weird, like I wasn’t supposed to be there.”

Some users are theorizing that the combination of post-holiday returns, economic uncertainty, and the controversy surrounding Target’s policies has created a perfect storm for the retailer. One commenter noted, “It’s not just the boycott—I think people are just tightening their wallets and choosing where they shop more carefully.”

Why Are People Protesting Target?

A big reason behind the backlash is Target’s recent decision to scale back its diversity, equity, and inclusion (DEI) programs. The company had previously been vocal about these initiatives, but after facing political and social pressure, they’ve started to pull back. This has led to civil rights activists and other groups calling for a boycott, accusing Target of backing away from its commitment to diversity. On the flip side, some shoppers had already stopped supporting Target last year due to controversies surrounding Pride merchandise. Now, it seems like both sides are unhappy, creating the perfect storm for a consumer revolt.

In one viral TikTok, a user asked, “Does Target even have DEI anymore? They folded under pressure!” This led to heated debates in the comments, with some defending the company and others saying they had lost trust. Another user pointed out, “Companies can’t win. If they take a stand, they get boycotted. If they back off, they get boycotted. At this point, they should just focus on selling stuff.”

Is This the Target Boycott of 2025?

Boycotts come and go, but what makes this different is the sheer number of people claiming they’re done with Target for good. TikTok comments are flooded with people saying they’ve made the switch to wholesale stores like Costco or Sam’s Club, claiming they’re tired of Target’s shifting policies. Some say they’ll only shop there for absolute necessities, while others are taking it a step further by closing their store credit cards.

“Just canceled my Target RedCard. I’m officially done,” one user posted, with hundreds of likes in agreement. Another chimed in, “If Costco doesn’t have it, I don’t need it. Bye, Target.”

While social media outrage doesn’t always translate into real-world consequences, if enough people follow through, Target could see a major decline in sales. Industry analysts are watching closely to see if this trend continues. Some suggest that Target could bounce back by offering deeper discounts, exclusive products, or revamping its loyalty program to win shoppers back. Others believe that once a retailer loses trust, it’s hard to regain it.

What Does This Mean for Shoppers?

If this trend continues, Target may have to respond in ways that could impact everyday shoppers. Lower sales could mean bigger discounts or more clearance markdowns as the company tries to lure people back. It could also mean further policy changes, whether with returns, promotions, or rewards programs. And if Target continues to lose customer trust, it might have to double down on one side of the controversy to win back loyalty.

Some TikTok users are speculating about upcoming sales. “I give it a month before they start throwing clearance sales just to get people back in the store,” one shopper joked. Others wonder if this shift in loyalty is permanent. “The power of TikTok and people organizing… Target might not recover from this one.”

There’s also the question of whether this consumer shift is part of a larger trend. Are people simply becoming more conscious of where they spend their money? Are they prioritizing budget-friendly alternatives in a struggling economy? One shopper summed it up by saying, “It’s not just about Target. People are tired of overpriced everything. We’re making smarter choices now.”

Is This the Beginning of the End for Target?

Right now, it’s hard to say if this will actually hurt Target in the long run or if it’s just another temporary wave of online outrage. What’s clear is that many shoppers feel differently about Target than they did before. The viral videos, the long return lines, the empty aisles—this isn’t just social media noise. It’s real people making real shopping decisions.

Retail experts believe that while Target isn’t going anywhere anytime soon, it will need to work hard to repair its relationship with shoppers. Whether that means better deals, clearer policies, or simply weathering the storm, only time will tell. But one thing is certain: TikTok has made sure everyone is paying attention.

The question is: will you keep shopping at Target, or are you moving on too?