Rick Gomez
Executive Vice President, Chief Commercial Officer at Target
Thanks, Brian, and good morning, everyone. I'm excited to highlight everything we have planned for this holiday season, but first, I'd like to start by sharing our current view of the consumer and some color around our third-quarter results. As Brian mentioned, our view of the consumer is largely consistent with what we've shared in prior quarters. Consumers remain pressured but are willing to spend when they find the right balance of on-trend newness at compelling price points. They continue to make difficult trade-offs, trying to save on everyday essentials to free up some of their budget for those new must-have items. We've often described consumers as resilient despite the challenges they are facing and that is still true.
However, I might add something to that description today. Beyond resilient, consumers have also become increasingly resourceful. They know there are deals to be found, they're willing to wait for sales and willing to search across multiple retailers to find them. For example, our target circle week this quarter was one of our biggest yet. However, we saw a more pronounced sales dip both the week before and the week after the event, showing just how planful consumers are in seeking out promotions when they shop. Similarly, we saw consumers lean into Everyday Essential stock-up promotions throughout the quarter to further stretch their monthly budgets.
Turning to the third quarter, comparable sales grew 0.3%, reflecting strong performance on our digital platforms, where sales grew nearly 11%. Throughout the quarter, we faced continued volatility across our business and broadly, softer sales in discretionary categories as compared with Q2. As I mentioned earlier, we saw a strong reaction to promotions throughout the quarter. While the depth of these promotions was similar to last year, our guest responses to these offers were much more pronounced. Compared to a year ago, promotional markdown rates have increased meaningfully and year-to-date are up around 1 percentage point.
In terms of category performance, sales and market-share gains were strongest in beauty again this quarter, with comparable sales growth of more than 6%. This strong performance was broad-based with growth in our core beauty business as well as our Ulta Beauty at Target offerings. Newness across the portfolio resonated with a wide array of consumers, including growing affinity with younger Gen Z guests. From Blake Lively exclusive to Target hair care line Blake Brown to the continued success of many sizes that offer those little indulgences, our beauty assortment continues to be a standout with our guests.
Our food and beverage and essentials categories both grew in the low single digits this quarter. In food, strength spanned the portfolio, guests particularly love this season's Halloween candy and snacks, as well as new seasonal flavors from Good and Gather and Favorite Day, with new on-trend flavors helping to drive preference for our own brands, which continue to gain share.
In Essentials, new items in nutrition categories like meal supplements and protein powders are performing very well. Additionally, since the launch of our limited-time offering, the Cuddle collaboration, featuring fun and stylish products for pets and pet owners, we have seen a meaningful acceleration in comp trends in the pets category, and through the insights we gain from Target Circle, we can now issue personalized offers to guests that shop the collaboration and help them engage with our broader pets assortment in bigger ways.
In apparel, despite our comparable sales being down a little less than 1%, we were pleased with our relative performance compared to the industry. Unseasonably warm weather made for volatile weekly and regional trends, but in weeks when we saw cooler weather year-over-year, comp growth ranged from the low single digits to the high single digits in those regions. This gives us confidence that our seasonal offerings are resonating with consumers and as weather turns colder more consistently, this should bode well for our apparel sales trends.
Despite challenging weather, we've seen strength in our women's apparel business, including young contemporary, driven by strength from Wild Fable Game Day assortments, featuring mix-and-match apparel items in an array of team colors starting at $5 and everything under $30. Women's performance was also strong, especially with $25 all-in-motion leggings, featuring incredibly soft fabrication with a pop of glitter. We've also been very pleased with the relaunch of our intimates and sleepwear brand Auden, which is outperforming our expectations. Consistent with industry trends, hard-line categories continue to be under pressure with comparable sales down in the low single digits. Despite this overall softness, we saw strong back-to-school performance with particular strength in backpacks. We've also seen new toy offerings resonating with guests, including the launch of Miss Rachel Toys with characters and tie-ins to her wildly successful YouTube series.
And finally, in-home, our third quarter comp sales were down mid-single digits. Trends were relatively soft across the portfolio with bright spots in decorative accessories led by Fall newness, which grew comparable sales in the mid-teens, and our affordable home refresh program with key partners like Hearth Hand by Magnolia and Threshold by Studio McGee, both of which grew around 40% versus last year.
And finally, because of our unique well-balanced assortment, we can move beyond a focus on driving performance within our merchandising categories and create innovation and excitement between them as well, in ways that others simply can't. As a perfect example, in Q3, we introduced powerhouse brands, Elf Cosmetics and Stanley. So guests can now match their favorite lip glass color to their trendy drinkware. This innovative program is selling incredibly well and shows how we not only act on current trends but help to create new ones as well.
As we turn the page to Q4, those cross-merchandising opportunities only grow more compelling. In just two days, the most anticipated theatrical release of the year hits theaters. Universal Studios Wicked opens Friday and we are so excited to be the ultimate fan destination for this film. We're offering more than 150 movie-inspired items spanning apparel, toys, beauty, food, home, and more. Nearly 70% of the items are available only at Target, including an apparel line created by the film's costume designer, Paul Taswell. Our guests will be immersed in the magic of Oz through wicked-themed store displays, shop-in-shops, digital experiences, and other surprises throughout the season, and beyond the wow factor of this exclusive assortment, we brought the magic to our marketing campaign, featuring the film star Cynthia Erivo with a huge response from Target and Wicked fans alike on our social channels.
Building on the theme of creating magical moments in the fourth quarter, our plans for this holiday season are designed to inspire Wonder & Awe, and throughout the holiday season, we want to make sure we offer the perfect balance of value, newness, ease, and inspiration. Value will be on full display all season long, from our everyday low prices to compelling promotions that help families celebrate the seasons. After an incredible response to our price reductions on 5,000 everyday items earlier this year, we reduced prices on an additional 2,000 items to drive traffic and help celebrate the holidays. We'll also be returning with some popular promotions like our Deal of the Day, which started on the 1st of this month and runs throughout the holiday season.
A new this year, we recently held an early Black Friday sale just a couple of weeks ago. It's hard to believe that Thanksgiving is next week and from turkey to tabletop decor, we have everything families will need to gather together. This year, we're bringing back our popular Thanksgiving meal deal, now only $20 for a family of four, which is $5 lower than last year. The meal includes turkey at just $0.79 per pound as well as stuffing and five additional side dishes. Plus, we're offering a wide variety of hosting and gift-giving options, including fresh flowers, wine, Good and Gather charcuterie trays, and on-trend housewares from owned brands like Threshold and Figment. And while our stores are closed on Thanksgiving Day, helping our team members to celebrate with loved ones, we'll be back at it on Black Friday to keep the holiday momentum going, and when you don't feel like cooking on the day after Thanksgiving, well, we'll be helping out by offering a free frozen pizza for our Target Circle 360 members.
And speaking of the day after Thanksgiving, we recently announced two exclusive Taylor Swift releases available only at Target that we'll be launching only in-stores on Black Friday, before moving the assortment online the next day, while supplies last. The official Taylor Swift, The Eras Tour Book provides a comprehensive behind-the-scenes view into the cultural phenomenon of Taylor Swift, The Eras Tour, including never-before-seen photos and personal reflections written by Taylor. In addition, we have exclusive versions of The Tortured Poets Department: The Anthology on both vinyl and CD, featuring 35 tracks including four acoustic bonus songs. And while these exclusives are sure to be top on Swifty's wishlist, we have exciting gifting options for everyone in the family, all at unbeatable prices.
More than half of our holiday toys are under $20, and thousands of stocking stuffers are under $5, but we know that consumers don't want to choose between value and newness. They want both, and at Target, they won't have to choose. Our holiday assortment is our biggest ever with 50% more new items compared to last year. These include exciting new toys from the biggest brands like Disney, Lego, and FAO Schwarz, as well as our only at Target brand Gigglescape.
In Beauty, we will offer more than 100 new items, including incredible gift set options. This year's assortment is a great range of giftable items starting at just $5 with nearly two-thirds of this assortment priced under $10. In food, we'll be offering more than 700 new items in on-trend seasonal flavors featuring new cookie and gingerbread kits for the whole family to enjoy building and eating. And again this season, our partnership with British retailer Marks and Spencer will offer the best shortbread, candy, and Christmas treats from across the pond, and for the first time, new home items like London-themed ornaments and mugs, all under $20. We've also worked to make shopping easier than ever this season. Of course, guests can rely on our industry-leading Same-Day services like Order Pickup, Drive Up, and Same-Day delivery with Target Circle 360, but we're also making it easier to determine that perfect gift. With the new gift ideas page on our website and app, consumers can be inspired to find the perfect gift for that special someone all on a set budget.
And for those who want to make it clear what they're hoping to find under the tree this year, our digital holiday wishlist feature removes the guesswork for their loved ones. Plus our price match guarantee assures guests that no matter when and how they choose to shop, they'll get the best prices we have planned for the season. And like the bow on top of that perfect present, our marketing will tie it all together, immersing consumers in magic, imagination, and larger-than-life moments. Target guests will be transported to a land of iconic peppermint swirls and fantastical forest landscapes from in-store pop-up experiences to holiday TV and social spots that will leave them feeling festive. We want all families to have happier holidays courtesy of their friends at Target.
As I get ready to pass the baton over to Michael, I want to pause and thank our teams for the many ways they show up for this brand, for our guests, and for their communities. Every day, I am humbled by the talent and passion this team brings, and I am reminded of how special it is to work among world-class colleagues, retail leaders, and friends. Thank you all for all you do to make Target, Target.
With that, I'll pass the call over to Michael.