Target Slogan 2022 (What Is It, History, Meaning + More)

With over 1,900 stores across the country, Target has established itself as one of the leading retail stores in the U.S., known for its easily recognizable and iconic red and white branding.

If you’re a regular Target customer, you may have wondered – what is Target’s slogan, and what does it mean? I’ve done the research, and here is what I’ve found out!

Target Slogan In 2022

Target’s slogan is ‘Expect More. Pay Less’, which is used across all stores in all 50 states of America as of 2022. The slogan signifies Target’s core value of providing high-quality products at competitive prices and has been in use since 1994 after Target altered its brand promise.

If you want to learn more about what the original Target slogan was, what was Target previously called, and much more, keep on reading!

What Is The Target Slogan & What Does It Mean?

The slogan Target uses for all its stores is ‘Expect More. Pay Less’, indicating its core value of selling high-quality products for competitive prices.

This core value has helped Target become one of the largest retailers in the United States, and so it is advertised widely through its slogan.

Target offers a variety of products in-store including food, clothes, home goods, and more, which is why customers can ‘expect more’ due to the variety of their products.

Additionally, Target products often have favorable reviews from customers, with the slogan implying that customers should also ‘expect more’ in terms of product quality.

The idea to ‘pay less’ at Target represents the favorable deals and offers that are frequently used in stores, encouraging customers to shop at Target instead of elsewhere.

When Did The Target Slogan Start?

Target has been using its current slogan of ‘Expect More. Pay Less’ since 1994 following an update to its brand.

In its statement regarding the change in 1994, Target described the “natural evolution” of its commitment to community giving, value, and services in-store, reflected in its new branding.

What Is The Target Tagline?

The new Target tagline is ‘What we value shouldn’t cost more’, which works alongside the slogan of ‘Expect More. Pay Less’.

Both the Target slogan and Target tagline suggest excellent quality products at good prices from Target, a key part of its branding.

Note that the addition of Target’s tagline happened due to a change in the marketing officer role, and works as a framework for the continued development of the Target brand.

What Was The Original Target Slogan?

What Was The Original Target Slogan?

Target has been using its slogan of ‘Expect More. Pay Less’ since 1994 and did not have a signature slogan before this.

However, Target has also been associated with the phrase ‘Don’t stop living in the red’ due to a commercial in the early 2000s which used a song of the same name.

The phrase refers to the signature red and white branding of Target.

What Does Target’s Slogan WWABD Stand For?

The Target slogan WWABD stands for ‘What Would a Badass Do?’.

Keep in mind that this is not an official Target slogan and is instead used by Target staff and introduced during its seasonal hiring.

Target stated that it is an expression of its employees’ determination and commitment to their stores during the busiest time of the year.

What Was Target Originally Called?

Target was previously named the Goodfellow Dry Goods in 1902, and then the Dayton Dry Goods Company in 1903.

After that, in 1911, the company that would develop Target was renamed the Dayton Company.

Finally, Target was named in 1962, with the name of the retailer chosen from 200 possible contenders.

Where Did The Target Logo Come From?

Target’s logo was chosen in 1962 as part of the creation of Target.

The Director of Publicity, Stewart K. Widdess, stated that it was to represent the achieving the goal of hitting the bulls-eye, as Target would succeed in providing goods to customers.

The Target logo is a dual-color palette of red and white, leading to it becoming one of the most recognized symbols in North America.

Now that you know about Target’s slogan, you can also read our related posts on Target’s target market, Target statistics facts, and the best time to shop at Target.


Target has been using its slogan ‘Expect More. Pay Less’ since 1994 to communicate to its customers its dedication to providing quality products.

While Target has also been associated with other phrases such as ‘Don’t stop living in the red’ and ‘WWABD?’, its slogan is closely associated with the logo to make the Target branding easily recognizable.

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