With health top of mind for many New Year’s resolutions, Target Corp. is beginning 2026 with a major wellness initiative that includes its first-ever in-store events.
The events roll out January 10 with Good & Gather, Target’s owned food and consumables brand, followed by a January 17 activation featuring All in Motion and Embark, two owned brands focused on active and outdoor lifestyles.
On those dates, the company stated that Target locations across the United States will also feature exclusive JoyLab Glow Studio apparel and accessories presentations in front-of-store locations, as well as curated cross-category wellness displays throughout the aisles.
Target plans to expand its wellness assortment by 30% in 2026, it maintained, with thousands of new products and more exclusives. The company intends to strengthen its position as the destination for everyday well-being, Target noted, and to offer stylish, relevant products that support customer goals.
Target is also refreshing the Wellness Hub on Target.com and in its app, with an emphasis on personalized recommendations. In addition, Target is revamping the Eat Well Your Way element on Target.com and the app, making it easier for consumers to shop by dietary preferences such as protein, fiber and gluten-free.
A new marketing campaign, Wellness, Perfectly Picked for You, will support in-store activity, highlighting new brands and exclusive items to make it easier for shoppers to find health-oriented products that fit their lifestyle, Target stated.
“About 70% of guests are already shopping wellness at Target and right in time for the new year, we’re bringing them even more newness and value by adding some of the most trusted, relevant and inspiring brands across our assortment,” Lisa Roath, the company’s executive vice president and chief merchandising officer of food, essentials and beauty, said in introducing the initiatives. “Our goal is to make wellness really accessible – fun, easy, affordable and personalized – so consumers can focus on building routines that help them look and feel their best.”
