Target’s e‑commerce platform was knocked offline on Friday, December 19, 2025, shutting down both its website and mobile app for several hours. The outage halted the processing and tracking of online orders and prevented the use of gift cards, a key driver of holiday sales. In response, Target’s customer‑service teams urged shoppers to retry transactions after a brief pause and confirmed that in‑store fulfillment would remain available to meet demand.
The disruption forced Target to rely on physical stores for last‑minute purchases, a shift that likely diverted traffic from its digital channels during the most critical sales window. Management acknowledged the issue and stated that a fix was underway, echoing the company’s official X account that “we’re currently experiencing a system issue that’s impacting some of our apps and services.” The company’s spokesperson added that “our stores remain open and ready for holiday shopping” while apologizing for the inconvenience.
The outage comes at a time when Target’s Q3 2025 earnings already reflected a sales slump, with comparable sales down 2.7% for the third consecutive quarter. The timing of the outage in the final week before Christmas amplifies its impact, as consumers are making last‑minute purchases and retailers experience their highest volumes. While the exact financial loss is not disclosed, a similar 2019 outage was estimated to cost $50 million in lost sales, suggesting that the 2025 event could have a substantial cost to the company’s holiday revenue.
Management has highlighted the need for stronger digital infrastructure, noting a planned $5 billion investment in store remodels and technology upgrades announced in the November earnings report. The spokesperson’s comments underscore a focus on preventing future disruptions and maintaining customer trust during peak periods. The incident also highlights a recurring vulnerability in Target’s digital systems, as the retailer has faced comparable outages in 2015 and 2019, each time prompting significant operational and financial repercussions.
In the broader retail landscape, competitors such as Walmart and Amazon reported smooth operations during the same period, positioning Target at a temporary disadvantage. The outage not only erodes immediate sales but also risks eroding customer confidence, potentially shifting market share toward rivals that can deliver a seamless online experience during the holiday rush.
Overall, the outage underscores the critical importance of robust e‑commerce infrastructure for a retailer whose revenue is heavily weighted toward online sales during peak seasons. Target’s swift acknowledgment and planned investment in digital upgrades signal an awareness of the issue, but the incident serves as a reminder that operational disruptions can have lasting effects on both revenue and customer loyalty during the most lucrative period of the year.
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