Kathryn Tesija
Analyst · ISI Group
Thanks, Gregg. We are pleased with the ability of our team to manage the business in the third quarter, maintaining profitability in a soft sales environment while we continue to develop digital capabilities that allow us to connect with our guests in new ways.
Across our merchandising categories, we saw a relatively balanced mix of third quarter sales between lower-margin and higher-margin categories. Among the lower-margin categories, need-based areas like Food and health care continue to outpace our overall comp. And Electronics had a greater -- had a great quarter, driven by sales in mobile devices and video games.
Our discretionary higher-margin Apparel and Home categories both saw small declines in comparable sales. In Apparel, third quarter trends were strongest in Jewelry, Accessories and newborn/infant/toddler. In Home, sales trends were strongest in Domestics. In our digital channels, we saw very strong growth in Apparel, Hardlines and Beauty.
Early in the quarter, we were pleased with the comparable sales results in our Back-to-School categories, which outpaced both the industry and our overall results. Results were particularly strong in supplies, which saw a big increase in penetration of our up&up brand. Performance in Back-to-College was also stronger than average, both in-store and online.
In September, our collaboration with Phillip Lim was one of our most successful to date. Sell-through levels were very strong overall, and particularly high in our digital channels. The most popular items in the collaboration include handbags, men's shoes and women's dresses.
In October, this year's calendar shift benefited comparable sales, as a portion of Halloween-related sales moved into the month from November last year. However, as Gregg mentioned, in conjunction with the government shutdown and pullback in consumer confidence, we saw a slowdown in our sales trends, leading to the lower-than-expected sell-throughs on Halloween merchandise at the end of the quarter.
We continue to see remarkable guest engagement with Cartwheel. In response to guest feedback, we moved quickly to integrate Cartwheel into the Target app, for both Android and iOS, in time for the holiday season. Now guests can find Cartwheel deals in 4 places: on their shopping lists, on the product listing page, on the product detail page and the "what's in store" content section.
Beyond Cartwheel, we're very pleased with the progress we're making in our digital channels. We continue to see double-digit growth in overall digital traffic and triple-digit growth in mobile. This is notable because mobile is a much higher percentage of our digital traffic compared with some of our closest competitors. We're also seeing improved conversion on both the traditional site and on mobile, as we continue to benefit from investments to improve search and navigation.
As we survey our guests and monitor the overall consumer environment, we continue to see anxiety regarding the economy and the ability to stay within household budgets, particularly, among lower- and middle-income consumers. In October, a very high percentage of our guests were aware of the government shutdown and concerned it would hurt the economy. In addition, a meaningful portion indicated they were changing their shopping behavior in light of their current financial situation.
This was evident in our guest metrics. In the third quarter, we were pleased to measure a year-over-year increase in the number of guests shopping with us, but this increase was offset by a decrease in their average shopping frequency. We even heard from some guests that they were cutting trips for fear they would be tempted to spend too much, a behavior we first observed in the recession.
In light of this environment, we're entering the holiday season with a cautious outlook for sales and a very liquid inventory position. Specifically, at the end of the third quarter, our average inventory per U.S. store was up only 1%. We believe this position is appropriate, as it protects against the downside in a tough environment, knowing that our base inventory is large enough to enable sales well beyond our fourth quarter plan if the season turns out to be unexpectedly strong.
As we look ahead to the rest of the holiday shopping season, we're excited about our plans to deliver on both sides of our Expect More. Pay Less. brand promise, beginning with our plans for next week. On Thanksgiving, we're expected -- we're excited to open at 8 p.m. based on the response to our Thursday opening last year and the higher number of families who shop together, making Target part of their family tradition.
This year, we've pushed our opening time up by 1 hour to help accommodate our guests and remain competitive in the marketplace. Of course, on Black Friday, we'll offer hundreds of doorbuster deals, including some of Target's lowest prices ever on Electronics, Toys, home décor, fashion and more. These deals will be available while supplies last in-store and at target.com from Thanksgiving day through Saturday.
We've also integrated Cartwheel into our plans. When guests redeem any Cartwheel offer this Sunday through Wednesday, they'll unlock one additional offer card to select a Cartwheel deal of their choice. Also, next Wednesday, Cartwheel will feature Black Friday-like deals on about 30 items, including some of the season's hottest Toys and Electronics.
And no matter how, where or when they want to shop, guests will find Black Friday deals in stores and at target.com, with even more deals available throughout Cyber Week. target.com will feature 15 online-only daily deals for 2 straight weeks beginning Sunday, November 24. The only exception will be Thanksgiving Day, when hundreds of Black Friday deals, including almost all of the in-store deals, will be available starting in the early-morning hours.
Also, on the 2 days before Thanksgiving, target.com will be running a special REDcard preview sale, with 25 exclusive offers for REDcard guests in items ranging from Electronics and Entertainment to Toys and Housewares. Guests can also use Target's mobile app throughout the holidays to review the weekly ad, make shopping lists, check item availability at nearby Target stores, find store maps and more.
To raise awareness of our outstanding offers, we're increasing media weight over last year and concentrating efforts during the entire week of Black Friday with TV, digital, cinema and radio support. This will be the most digitally enabled holiday campaign in our history, with an enhanced presence in the channels where we know our guests are most engaged.
And finally, next week, we will be testing a special offer in Northern California stores where all Apparel and accessory items will be 40% off from the time we open on Thanksgiving through close of business on Saturday. This offer will be available in 89 stores and will include women's, men's, kids, baby apparel, along with Jewelry, accessories and Shoes. The only exclusion is clearance items. We'll monitor response from the test to determine whether to extend a similar offer in other markets in future years.
In Electronics this season, we're very excited about the highly anticipated platform launches from Sony PlayStation and Xbox, bringing newness to a category which hasn't seen meaningful change in many years. We're also featuring the hottest new headphones from Beats by Dr. Dre and wireless speaker systems from Sonos.
For this year's Toy catalog, we'll feature more than 500 items. We're offering more than $100 of coupon savings. In addition, we're offering free shipping on every item in the catalog until November 27. These savings are on top of the 5% guests receive when they use their REDcard.
In Beauty, we recently launched a complete line of bath and body products from our long-time Beauty partner, Sonia Kashuk, including 4 beautiful scents created by Sonia in collaboration with French perfume house, Robertet. The line is available in stores and online and will include gift sets for the holiday season.
In Home, guests continue to respond to the unique, affordable designs from Nate Berkus. New for this season, we've rolled out exclusive Nate Berkus holiday collection in bedding, gifts and decor, available in stores and target.com. Also new in Home this season, we're excited to feature high-end kitchen items from Vitamix and Nespresso.
In Entertainment, we continue to offer our guest exclusive content from a wide spectrum of artists and genres. In October, we launched exclusive albums from artists including: Mary J. Blige, The Head and the Heart, Paul McCartney, The Avett Brothers and Kelly Clarkson. In November, we added exclusives from: Celine Dion, Avril Lavigne and James Blunt. And on December 3, we'll release the Target-exclusive version of country star Jake Owen's new album, Days of Gold, which includes 4 bonus tracks.
And in Grocery, we're following up on the recent success of Target-exclusive Pumpkin M&Ms with a wide variety of big-brand holiday treats, including exclusive items from M&Ms, OREO and Hershey.
Beyond the fourth quarter and the holiday season, our team continues to develop services and multichannel capabilities to delight our guests and keep Target relevant over time. We are pleased with the initial response to our Store Pickup program, which became available in all U.S. stores on November 1.
Early results indicate that guests are using this service to reserve high-ticket items, such as iPads and weekly ad items, to ensure they get the item before it sells out. Top categories for in-store pickup include Baby, furniture and Electronics, and our strongest markets has been New York, Chicago and Seattle.
Following the strong guest response to our Chicago test of our Baby 360 layout, which features added service and enhanced presentation, last month, we extended the test to an additional 20 stores across the country. We'll continue to monitor sales and registry trends in these stores to determine future rollout plans.
We're also excited about results from our Beauty Concierge program, which we extended this month to another 95 stores in new markets across the country, including New York, New Jersey, San Francisco and Dallas-Fort Worth. This program is exceeding its sales goals, and we're seeing particular strength in core categories like cosmetics, skincare and hair care.
While Target Ticket is still new, since its launch a little over a month ago, we've driven millions of page views to the site. Visits consist of a blend of new and existing users, who come back to review the new movies and TV shows that are continuously added. The number of Target Ticket accounts has exceeded our expectations to date, and we're excited to continue introducing this service to new guests as it expands and evolves in 2014.
In late September, following a 3-month team member pilot, we rolled out a subscription service that allows guests to order baby diapers, training pants, wipes and formula to their doorsteps on a recurring schedule. Target's subscription service has unique advantages, including free shipping and easy in-store or online returns, 5% off subscription purchases when using Target credit or debit card and a compelling assortments that includes national brands and popular owned-brand products like up&up diapers. Based on the initial guest response, we plan to expand our subscription service to more categories by the end of the year to learn more about guest interest in this type of service.
For example, we'll be adding a limited assortment from categories like coffee, personal care, paper towels and toilet paper.
And finally, last week, Pinterest added tools which allow us to highlight the most-pinned items. We'll be integrating top pins on target.com in 2 ways: we'll feature top-pinned items on key category pages, and if guests click on a link to a product that is no longer available, they will see top-pinned products alternatives in the same category. And in our stores, we'll use signing to highlight top-pinned items throughout our assortment.
While we are cautious about the near-term sales outlook, we are confident in our fourth quarter plans and believe we're taking the right steps to position our business for long-term success. Our guests rely on Target to help them save money and stay within their budgets, but they also expect us to surprise and inspire them in new ways. That is the essence of our Expect More. Pay Less. brand promise, which guides our efforts every day.
Now John will share his insights on our third quarter financial performance and our outlook for the fourth quarter. John?