Kathryn Tesija
Analyst · Greg Melich with ISI Group
Thanks, Gregg. We're very pleased with the ability of our team to manage inventory and profitability in our U.S. business during a quarter in which consumers shopped cautiously and competitors promoted heavily to clear excess inventory.
In our second quarter U.S. results, we saw a relatively narrow spread in comparable sales between the strongest and softest performing categories. Not surprisingly, sales in less-discretionary areas like food, health care and household essentials grew somewhat faster than the company average. However, sales in our Home category also grew faster than the company average, driven by particular strength in our Domestics and Stationery categories.
Among the other more discretionary categories, second quarter comparable sales in both Apparel and Hardlines declined slightly. Within Apparel, our children's categories had the strongest results, while the more discretionary women's assortments experienced softer results in the face of a very promotional environment.
We continue to deliver excitement through limited-time partnerships with influential designers who help us differentiate Target in support of our "Expect More. Pay Less." brand promise. In the second quarter, we were very pleased with the results of our collaboration with Lauren Bush Lauren and FEED USA, featuring products in Home, Sporting Goods, Stationery, Apparel & Accessories. Beyond the merchandise, this unique program reinforced our commitment to communities, as Target provided more than 10 million meals for U.S. families through this collaboration.
We're also very pleased with the initial results for the beta launch of Cartwheel, a differentiated mobile experience that delivers value for our guests. We launched the Cartwheel app on the iOS and Android platforms in June, and it's already a top-20 lifestyle app in the Apple Store. Cartwheel is growing rapidly. It currently has more than 1 million users who have saved more than $2 million so far. Among active users, more than 50% have completed multiple Cartwheel transactions, demonstrating the power of the program to drive sustained guest engagement. As expected, guests are searching for deals while they're shopping in stores, and we've seen redemption rates in excess of 50% for offers downloaded by guests while they're shopping.
We're pleased with these initial results, and we'll apply what we've learned to improve both the Cartwheel experience, as well as the development of our multichannel experiences in the future. Beyond new mobile experiences like Cartwheel, our overall mobile sales and traffic continue to grow at a rapid pace.
To build on this momentum, we're investing to enhance speed, search, product information and checkout on our mobile site. And this fall, we'll begin testing other innovations to enhance the in-store mobile experience, including WayfinD, wayfinding and improved search. And we continue to invest to further integrate the shopping experience across channels. Based on successful results from our team member test of buy online and pick up in store, we are moving quickly to begin offering this option for guests in the third quarter. We'll begin in the Minneapolis market before expanding the rollout to other markets. We expect to complete the rollout to all stores by the holiday season.
Simultaneously, we are planning team member tests of other flexible fulfillment capabilities, which will begin later this year, including the ability to deliver online orders from stores as early as the same day and the ability to pay in one store and pick up in another. Based on the results of the team member tests, we will look to move to guest-facing tests next year.
And beyond investments to build on our own digital offering, we continue to monitor the landscape to identify opportunities to augment our capabilities through acquisitions. The recent decision to acquire DermStore reflects the strategic opportunity for Target to learn from their online expertise, customer service, content development and product curation, which combine to create an exceptional online beauty experience. In addition, DermStore's broad assortment of prestige and dermatology brands will complement Target's product offering.
We continue to approach the economic and competitive environment with longer-term optimism but near-term caution. While overall consumer confidence statistics have improved this year, it's notable that optimism among lower-income households is lagging behind. And as Gregg mentioned, this year's payroll tax increase and consumer spending on autos and housing are crowding out spending on other goods and services.
For example, in surveys regarding expected spending on Back-to-School and Back-to-College items, consumers indicate they intend to spend less than a year ago by focusing on sales, discounts and reusing items they already own. As a result, in preparing for the third quarter and beyond, we're building flexibility into our inventory plans and creating merchandise and marketing programs focused on driving traffic and sales with compelling offers, innovative partnerships and key seasonal programs.
Target is known for delivering key seasons for our guests, and only the fourth quarter holiday season is bigger than Back-to-School and Back-to-College. This year, we've created a multilayer strategy to deliver a great guest experience and outstanding value. For Back-to-School, we're offering parents a convenient one-stop shop for all the must-have items on their shopping lists at a price -- at a range of price points to accommodate a variety of household budgets, including hundreds of unique items in fashion, school supplies and accessories for less than $20. In fact, we have nearly 400 items for $1 or less, clearly demonstrating our commitment to deliver value.
Our Back-to-School direct-mail catalog includes more than $25 worth of coupons, and we've increased the number of online coupons this year as well. And of course, parents who use their Target REDcard will receive 5% off their entire purchase and free shipping on every order from target.com.
To support our Back-to-School merchandising, [indiscernible] broadcast themes in various lengths and languages, which focus on telling stories around iconic school moments that make kids feel like real-life heroes. In addition to the unique Kids Got Style Instagram program, Target celebrated kids as the most original style leaders. Earlier this month, parents could Instagram a picture of their children showing off their individual style. Target's stylists use select photos as inspiration to create Kids Got Style mood boards of colors, fashion items and supplies inspired by each child's unique style, which were posted to Instagram, Facebook and Twitter. Parents were tagged so they can view and share their photos to their social networks as inspiration for the new school year.
Because we know that quality education is the #1 social priority for our guests, it's also the #1 focus of our giving programs. So following last year's success, we're excited about the return of our Give With Target program, through which Target will donate $5 million to schools across the country. Last year, our guests impacted more than 30,000 schools through donations from this program, which were used to purchase classroom resources like electronics, office supplies and storage and organization products. New this year, Target is inviting guests to allocate the full donation, double the amount designated by guests last year to schools of their choice.
For Back-to-College, we've created innovative resources and new live experiences, both online and in person, to provide the inspiration and tools to make shopping fun and easy. Last month, Target introduced a first of its kind online live experience, featuring popular YouTube personalities in life-sized virtual dorms. From July 15 through 18, visitors were invited to shop Target products from the dorm rooms, enter to win college gear and interact with the roommates.
Also online, we've created uStyler, a style-focused design resource that puts students in the driver's seat as they put together their unique dorm room look. Looks can be named, saved and shared on their favorite social media sites, where their friends are able to shop them. And we've created The Checklist, a customizable list of key products available in-store and at target.com to help students shop for small-space living.
On campus, Target is hosting 95 shopping events for incoming freshmen around the country as part of welcome week festivities. These events include after-hour shopping events, which provide free bus transportation to and from our store, where students will be able to shop for everything they need and want.
Halloween is also a key season for Target, and the holiday falls in our third quarter this year. We plan to deliver this season with a multichannel approach focused on driving traffic and growing our market share. We'll offer a comprehensive assortment of costumes and accessories for the whole family, including parents, kids and pets. We'll offer a dominant presentation in our stores and extend the assortment on target.com.
In Home, Target's product design and development team has created an innovative collection of Halloween décor, ranging from classic to scary, to help mom decorate her home inside and out for the big night. As Gregg mentioned, we're increasingly focused on differentiating our store experience through enhanced service.
The baby category is already one of our signature strengths, but we believe we have an opportunity to further deepen relationships with guests who are entering this life stage. Expectant parents establish new shopping habits, and it's a time when they're looking for easy shopping solutions to save time. As a result, we're continually exploring new ways to elevate the shopping experience for expectant parents. For example, in 10 Chicago stores, we are testing an interactive shopping experience, which features accessible product displays, including feature fixtures with manikins to showcase outfits and allow guests to touch and try out products. There's also a collaboration center in the area where guests can fit comfortably, access the registry or get personalized assistance from a team member. Digital tools on hand, such as iPads, also provide guests easy online access to product information.
Another part of the store where we see an opportunity for enhanced service is our Beauty area. Based on results from our Chicago market test of the Beauty Concierge program, we rolled out the concept to an additional 200 stores in the second quarter, including stores in L.A., Washington, D.C., Baltimore and Minneapolis markets. These beauty consultants are brand-agnostic and provide guests with detailed, unbiased information on all beauty and personal care categories in the store, including product attributes and ingredient benefits, serving as a knowledgeable source and a friendly face in what can often be an intimidating category. We believe this program serves to differentiate Target in the beauty space while still meeting guests' needs for value and convenience.
And of course, in the third quarter, we will continue to introduce unique merchandise throughout our assortments to deliver newness and excitement for our guests. For example, this fall, we're excited to be partnering with Phillip Lim. Phillip is a designer we've been watching for years. His aesthetic is chic yet understated, and his focus on democratizing beautiful fashion makes him a perfect fit for our brand.
Beginning September 15, Target will offer a limited-edition collection of Apparel & Accessories, including an assortment of bags, shoes and scarves for men and women, at most Target stores and target.com. Prices will range from $20 to $300, with most items under $50. The entire Phillip Lim for Target collection will be presented in the women's apparel department when it debuts in our stores, allowing guests to find the entire collection in one easy-to-shop area of the store. After the first week, we plan to move items to their respective departments within the store.
In late September, we will launch a new line of men's pants from Haggar called Haggar H26. Haggar is a premium brand in men's pants, and we're excited to offer a no-iron premium khaki in a classic fit, performance slack in a classic fit and original chino in a straight fit.
And in Beauty, earlier this month, we expanded our hair care assortment with the exclusive launch of Toni & Guy Hair Meet Wardrobe, a premium hair care line introduced in the U.K. in 2011. Available for the first time in the U.S. at Target Stores and on target.com, Hair Meet Wardrobe includes a full range of shampoos, conditioners, hair accessories and styling tools and range in price from $5 to $40.
And finally, we continue to feature exclusive partnerships with influential artists, reigning Academy of Country Music Entertainer of the Year, Luke Bryan, teamed up with Target for his latest release, Crash My Party, which was out last week. The Target-exclusive deluxe edition of the album contains 4 bonus tracks.
And following last spring's success, we're thrilled that, once again, we're partnering with Justin Timberlake to release a special edition of the continuation of his third studio album, The 20/20 Experience, 2 of 2, featuring 2 exclusive bonus tracks. Guests can pre-order the album now on target.com or purchase online or in stores beginning September 30.
While we continue to experience the impact of cautious consumer spending and trip consolidation, we continue to innovate across all our channels to provide our guests unbeatable value and unique experiences. We are confident we have the right plans in place for the third quarter, and we're moving quickly to ensure we stay relevant in an increasingly digital marketplace.
Now John will share his insights on our second quarter financial performance and our outlook for the third quarter and the full year. John?