Kathryn Tesija
Analyst · Piper Jaffray
Thanks, Brian. On our last conference call, we outlined that we'd already seen a strong start to the third quarter, driven by initial results in the Back-to-School and Back-to-College seasons. A key question at the time was whether this early strength would prove to be temporary, resulting in a pullback later in the quarter.
With the quarter now behind us, I'm happy to report that we continue to outperform our U.S. forecast throughout the quarter and saw positive U.S. comps all 3 months. As Brian mentioned earlier, third quarter U.S. traffic was down slightly from a year ago, but we're encouraged that our traffic trend has improved meaningfully every quarter this year.
Consistent with year-to-date trends, average ticket increased 1.6% in the third quarter, driven by growth in average retail per item, particularly -- partially offset by a decline in items per basket. At a category level in the U.S., third quarter comparable sales performance was strongest in Health Care and Beauty, led by Beauty, which continues to benefit from this year's store fixture innovations and the introduction of new brands.
Third quarter comps in Home were up in the low single digits, with particular strength in Seasonal categories benefiting from Back-to-School, Back-to-College sales early in the quarter and late-quarter strength in Halloween. Third quarter comp sales in Grocery were up in the low single digits, and Hardlines was up slightly, led by Toys, which saw a high single-digit increase on strength in licenses like Frozen and Teenage Mutant Ninja Turtles.
Comp sales in Apparel were down slightly as strength in Baby and Kids was offset by softness in Jewelry, Accessories and Intimates. From a mix perspective, it's worth noting that our combined Home -- our combined comp in Home and Apparel was the strongest we've seen in 2 years. In October and early November, we completed the rollout of our new Apparel fixtures and layout to an additional 600 stores, bringing the total to about 650 locations featuring this enhanced presentation.
Consistent with our expectations, the U.S. third quarter gross margin rate was about 50 basis points lower than last year, about half the decline we saw in the second quarter. This reflects continued moderation of our promotional intensity, which we intentionally moved higher in the wake of last December's data breach.
Digital sales were up more than 30% in the third quarter and contributed about 60 basis points to our U.S. comparable sales growth. Consistent with the rest of the industry, all of our digital traffic growth is on our mobile platforms, where third quarter traffic grew more than 50%. Conversion this quarter was up strongly on both the conventional site and on mobile, compounding the benefit from the traffic growth.
Following the success of our second quarter decision to offer free shipping on all target.com orders over $50, in October, we announced that we're offering our guests free shipping on all orders this holiday season. Since the announcement, our guests have responded enthusiastically. We've seen a meaningful increase in both orders and conversion compared with trends prior to the announcement.
Of course, I'd be remiss if I didn't point out that REDcard holders continue to receive free shipping on all orders year-round. In Canada, third quarter sales were up 44% from a year ago, moderately below our expectations. Our third quarter gross margin rate of 19.5% was consistent with our expectations as we continued to clear excess inventory from earlier in the year.
As Brian mentioned, the team in Canada has been working diligently to improve operations, assortment and pricing, and our internal measures show that we are making progress. However, we're also measuring the impact these changes are having on Canadian consumer sentiment, and that data is more mixed. We will continue to measure guest sentiment in the fourth quarter when all of our recent improvements will be fully in place and traffic will be naturally higher.
As we look ahead to the fourth quarter and the holiday shopping season, we're excited about our plans to inspire our guests with unique products, outstanding deals and increased convenience provided by our flexible fulfillment efforts. On our digital platforms, we are coming into this holiday season with many more capabilities than we had a year ago. In fact, it was about a year ago that we rolled out in-store pickup across all of our U.S. stores. So far this year, Store Pickup orders have averaged about 15% of digital traffic, with more than 80% of orders ready within an hour.
Based on last year's results, we expect in-store pickup orders will become a much higher share of digital traffic in the days leading up to Christmas as consumers increasingly value the certainty this service provides compared with the potential risk posed by weather-related shipping delays. And we continue to explore potential enhancements to flexible fulfillment like our curbside test -- pickup test in 10 San Francisco Bay Area stores and our same-day delivery test in Minneapolis, Boston and Miami.
The Target app and Cartwheel are both top 10 retail apps, and we continue to innovate to maintain our leadership position in this space. In the third quarter, we relaunched our mobile and tablet apps, making it easier for guests to locate and purchase what they're looking for with interactive store maps and shopping lists, streamlined checkout and the addition of Apple Pay for the iPhone app. Our new list function automatically notifies guests when an item is on sale or eligible for an offer on Cartwheel, and our new interactive store maps show item locations throughout each store.
For our in-store Black Friday guests this year, special interactive maps will show doorbuster locations throughout each store. We completed the successful nationwide rollout of ship-from-store capability in October. With this rollout, we are now shipping about 60,000 eligible products from 136 stores in 38 markets, covering more than 90% of the U.S. population.
The ability to access stores' inventory to fulfill online orders improves our digital in-stocks and drives incremental sales in situations where we are out of stock in our fulfillment centers. And while shipping from stores significantly lowers shipping costs, most importantly, it allows us to get items into our guests' hands more quickly.
This change is already being noticed. In the third quarter, Internet Retailer reported a survey showing that we were leading our competitors with the fastest delivery, having been near the back of the pack earlier in the year.
We've recently rolled out an improved omnichannel experience for our registries, with new web-enabled smart scanners and a matching target.com user experience. The new smart scanners allow guests to add items more quickly to a registry, and new features like collections and checklists provide inspiration and help guests build registries more quickly. Guests can add online-only items, like specific colors or models, right from the device in the store without having to edit online at home later. And companion and related products are suggested immediately when a guest adds an item to their registries. And when gift-givers access a registry on our new in-store iPad kiosks, they can send gift lists to their smartphones via SMS with -- saving time, reducing costs and eliminating waste from paper printouts.
As we enter the holiday shopping season, we are featuring a dazzling array of unique and exclusive products and of course, outstanding deals. In September, we announced that Target would be partnering with TOMS on a limited-edition holiday collection of Home goods, Apparel, Accessories and Shoes for women, men and children.
Similar to TOMS' One-for-One giving model, for each item purchased, a donation will be made with the potential to provide more than 11 million meals, blankets and shoes to those in need. The collection rolled out at all Target stores in the U.S. and Canada and on target.com on November 16.
We also recently announced our holiday collaboration with Faribault Woolen Mill. Founded in 1865 and located on the banks of the Cannon River in Faribault, Minnesota, this mill is part of American history, having provided woolen blankets for pioneers headed West and for American troops in 2 World Wars.
On November 2, we rolled out a variety of American-made giftable items from this iconic company, featuring 100% wool scarves, throws, tote bags and tech accessories in 4 patterns, available exclusively on target.com.
If there's one thing we've learned from our past 3 partnerships with Taylor Swift, it's that our guests can't get enough of Taylor and her music. Even though gifting season is yet to come, our Target-exclusive deluxe edition of Taylor's CD titled, 1989, featuring 3 exclusive songs and voice memos that give fans unique insight into her songwriting process, has already become our best-selling album of all time.
Disney's Frozen has been huge for us all year, and it's positioned to be one of the most popular licensed brands at Target this holiday season, with 600 Frozen products, 60 exclusive to Target, across 20 categories.
For the holidays, we're partnering with Renée Ehrlich Kalfus, costume designer, for the contemporized Annie film to offer guests a limited-edition collection of kids' apparel and accessories inspired by the film. Annie for Target will be available through December 26 or while supplies last at all U.S. Target stores and on target.com. The film debuts in theaters nationwide on December 19.
In Beauty, we continue to experience strong growth in natural products, and we are constantly on the lookout for new lines that will appeal to our guests. We've already launched 7 premium skincare brands this year, and we're thrilled to announce that 2 more super lux lines are on the way. Available now on target.com and in select stores in March 2015, Target is adding S.W. Basics of Brooklyn and Nuxe to its lineup of premium skincare products.
Also new in Beauty, Skinfix, the experts in steroid-free skin-healing solutions for the whole family, debuted its incredibly effective product exclusively at all U.S. Target stores and online at target.com. Skinfix products are based on an original formula created over 150 years ago by pharmacist Thomas Dixon in Yorkshire, England.
And in Hair Care, we're seeing continued momentum in naturals with our "Made to Matter" products, and we're excited about recently added salon products like Proganics from Vogue and exclusives like Procter & Gamble's Hair Food and L'Oréal's DESSANGE.
In Health Care, we announced earlier this week that Target and Kaiser Permanente are teaming up to launch 4 Target clinics in Southern California. For the first time at Target, guests will have access to expanded services not typically available in retail clinics, including pediatric and adolescent care, well-woman care, family planning and management of chronic conditions like diabetes and high blood pressure. And coming in 2015, our new pharmacy app, Target Healthful, will allow guests to organize and transfer prescriptions, check a prescription status and order refills.
And finally, of course, we're designing our marketing plans to bring the entire holiday season together, from amazing products to outstanding deals. Our holiday marketing campaign is designed to encourage people of all ages to let loose, get into the spirit and feel the unmistakable joy of the holiday season.
The advertising will boldly embrace the iconic elements that make Target, Target, lots of red, white and our lovable mascot, Bullseye. The campaign will include broadcast, radio, out-of-home and catalogs, and we're increasing digital media support by 50% over last year.
Target stores will be transformed with fun and whimsical in-store decor created in partnership with David Stark, one of the top event planners. This year, we're partnering with innovative New York retailer, STORY, which brings an editorial lens to Retail and reinvents itself every 4 to 8 weeks, from merchandise and store design, to floor plans and fixtures, bringing to life a new theme or trend.
From Target's design partnerships to its everyday collections, STORY has curated its favorite holiday treasures from Target alongside its other must-have items for the season. We just launched our kids' Wish List app on October 31, a modern and digital take on the classic tradition of creating holiday wish lists for parents and kids. Kids can add must-have items to their lists, while parents can share the list with friends and family. Plus, guests can save 10% on their Wish List on 1 day of their choosing before November 26.
Through the holiday shopping season, Cartwheel, Target's industry-leading savings app, will offer daily deals for its more than 11 million users. And from November 2 to December 24, it will feature 50% off a different toy every day. The app will have new features for the holidays, including special deals for top users, personalized recommendations and a select number of popular offers that don't expire.
As always, REDcard holders get 5% off nearly all purchases, free shipping at target.com and an extra 30 days for returns. Since 5% REDcard rewards rolled out in 2010, Target has saved guests more than $2 billion, and we will thank guests for their loyalty with perks throughout the holiday season.
We know our guests are pulled in a million different directions as the holidays get under way. So we're helping them save time and money by offering more access to Black Friday deals. Whether shopping online, on their phone or in our stores, Target guests will find Black Friday deals on top gifts throughout November. We already offered early access to Black Friday deals for 1 day only on November 10. We've announced a presale on Wednesday, November 26. And Cartwheel will feature access to additional Black Friday deals between November 23 and November 29. On Thanksgiving Day, Black Friday deals will be available first in the morning on target.com. Then at 6 p.m., Target stores will open for Black Friday shoppers, and the first several hundred guests will receive a Christmas cracker, a gift synonymous with the holidays in many parts of the world, which will include a Target gift card or a coupon.
On Black Friday, from 6 a.m. to noon, guests can purchase up to $300 in Target gift cards at a 10% off at Target stores and target.com, the first time Target has ever offered a discount on Target gift card purchases. The following day, additional Saturday-only deals will be available in Target stores and at target.com. And finally, beginning Monday, December 1, guests will find new deals every day at target.com as part of Target's largest-ever cyber week sale, with more than 100,000 items on sale throughout the week.
The offers will include category-wide sales in key gifting areas and steep discounts on Apparel, Toys and Housewares. More information and deals will be available at the end of November.
As we look back at an eventful year, we're pleased with the steps we've taken to improve our performance in both the U.S. and Canada, and our financial results show that we're making meaningful progress. While there is much more work to be done, we are confident in our plans for the upcoming holiday shopping season and pleased with our progress in charting a longer-term course for the Target of the future.
Now I'll turn it over to John, who will share his insights on our third quarter financial performance and our fourth quarter outlook. John?