Mark Tritton
Analyst · Dan Binder with Jefferies
Thanks, Brian, and hello, everyone. I'm so happy to be joining all of you on the call today. I look forward to meeting with you in New York this spring.
As Brian mentioned, I spent the last several months digging into our business, understanding Target's strengths and exploring where we have the biggest opportunities to grow. And what I found is we have a strong business as it stands today, a powerful Target brand, an impressive own brand portfolio, great-looking stores, a friendly and engaged team and a huge base of passionate guests. With these strengths, we also have an amazing opportunity in front of us. It's been energizing to dig in with the team to develop merchandising's plan to drive Target's future growth. I look forward to sharing our vision in detail with you at our Financial Community Meeting.
For today, I'm going to focus on our recent performance and our plans for this quarter and the holiday season. In the third quarter, sales performance improved across nearly every part of our business. Comp sales in Apparel and Home accelerated the most, providing a positive mix benefit on the gross margin line. Strong execution and markdown management compounded that benefit, leading to much stronger-than-expected gross margin in the quarter.
As Brian mentioned, we saw very strong trends in Back-to-School and Back-to-College, reflecting our focus on key growth categories and the benefit of improvements we made to our promotional cadence. Digital growth played a big role in the season, particularly in Home, which is already one of our biggest and most profitable categories online. We've continued to see the fastest growth in signature categories sales.
A few of the highlights from the third quarter include Kids, where we've seen an outstanding performance in Cat & Jack and Pillowfort. We've also continued to generate strong comps in women's ready-to-wear on top of outstanding growth in 2015, and within Home, our results were strongest in the decor and Seasonal categories.
Given this strong growth in signature, both Home and Apparel saw low single-digit growth in comp sales this quarter, extending our record of market share gains in these strategically important categories. As Brian mentioned, in Electronics, recent product launches helped improved trends in Apple this quarter. However, we continue to see soft trends in mobile phones overall, which is what we've seen in the industry as upgrade cycles are lengthening.
In Food and beverage, we saw another small comp sales decline this quarter. As we mentioned in the last earnings call, we have an opportunity to more clearly convey and resonate value for our guests in this important category. This is being done through our end-cap presentations, enhancing our use of local pricing and making changes to our promotional cadence, and we expect to see the full benefit from these changes in the fourth quarter.
In essentials, where we identified a similar opportunity, we've seen faster progress. As a result, comp sales grew in essentials in the third quarter, and we expect to see continued progress this quarter.
Also, as Brian mentioned before, we've seen a meaningful improvement in script counts in the CVS pharmacies in our stores. We're also seeing higher guest services scores compared with the period prior to and particularly during the conversion of our pharmacies. These improvements show that our guests are moving beyond the temporary disruption caused by those conversions, and with the disruption behind them, they're responding to the services and capabilities that CVS can provide. As we look ahead to the fourth quarter, we expect to build on our momentum from the third quarter.
Target is a destination for season, and no season is more important than the holiday. In Home, we're looking to build on last year's success, when we saw the biggest comp growth in more than a decade. Our holiday décor assortment will feature products based on 3 key Seasonal trends: traditional, Nordic and modern.
New this year, we've created Wondershop, a destination in our stores and on target.com that will grab guests' attention and put them in the mood to shop for the season. Wondershop features thousands of new holiday interim items. In fact, about 70% of the assortment is new this year.
We're also bringing back to the holidays our collaboration with stationery designer Sugar Paper, which was a big hit last year. This features a limited edition collection ranging from $1.50 to up to $15.
Holiday is an important Apparel season for families, and we're well positioned to deliver for our guests with our new Cat & Jack collection. This new brand has hit a sweet spot with millennial parents in particular, and we have high expectations for what it can deliver during the holiday season. Between October and December, we are introducing more than 1,000 new pieces to our Cat & Jack assortment. Each piece is under $30, which is unbeatable value when you consider the design and quality.
As Brian also shared, Toys play a key role in the fourth quarter. In fact, we do about 50% of our annual toy sales during this time frame, and this year, we're building on 10 consecutive quarters of growth in Toys, reflecting our investments in newness, differentiation and collectability. This holiday season, we've added nearly 1,800 new and exclusive toys, up more than 15% from last year.
As you recall, Target had the #1 market share in Star Wars last year. This fall, we once again led the market with launch of our Rogue One assortment, and for holiday, we're featuring more than 100 new products. Beyond Star Wars, Disney princesses continue to do very well. Elsa from Frozen remains our top seller, selling more than the other 11 princesses combined.
An emerging trend in board games has been a bright spot for us this year as families are looking for activities that bring them together. We've seen double-digit growth in board games so far this year, and we've got 50 Target-exclusive games this season for you.
In Electronics this quarter, we are planning for strong demand for Apple new products given that preorder volume was 3x higher than last year. We're also expecting a lot of guest interest in virtual reality, along with connected home devices like Google Home. Elevated service in our Electronics department is also important to help make shopping in this area a more enjoyable experience for our guests and drive incremental sales in our stores. So more than 1,500 stores we're transitioning from Target Mobile reps who are focused only on mobile to Target tech whose scope will include all of Electronics.
Last year, our exclusive CD from Adele was a massive hit for the holiday season. This year, we've got a collaboration with Garth Brooks, and we expect it to be huge. Target's 10-disc box set includes Garth's new album with 2 exclusive tracks, including the much hyped 25th anniversary edition of Friends in Low Places. By the way, Target is the only place you'll ever be able to find that track. The set went on sale for $29.99 on November 11, 2 weeks before Garth's new album will be available at other retailers.
This year in Food and beverage, about 20% of our national brand holiday assortment is exclusive to Target, and we've more than doubled our assortment of craft beers from last year, growing from about 700 to nearly 1,500 options across the country.
In our marketing and promotion, we're coordinating everything for our guests, inspiring them with providing ease and convenience during a stressful time of the year. From the Wondershop to the Wonderlist gift guide and the kid's Wish List app, we're making it easy and fun for guests to find the right gift for everyone on their list.
Guests loved our 10 Days of Deals last year, so we're bringing back these popular promotions on the days leading up to and following Black Friday. Based on guest insight, we've optimized this year's cadence of deals and simplified offers to make them easy to understand. In addition, we've worked with our stores to streamline guest communication, freeing up store teams to serve our guests during the busiest time of the year.
And finally, throughout the season, our broadcast ads will build excitement for the release of The Toycracker, our take on the classic story of The Nutcracker. We'll release this new holiday story in 2 4-minute segments during the world broadcast premiere of Frozen on December 11. Kids of all ages will not want to miss it. With all this amazing content, I hope you can see why we are so excited about our merchandise, promotion and marketing plans for the holiday season.
However, as we all know, these plans will only come to life through the work of our operations team. So now I'm going to turn the call over to John, who will outline how his team is prepared to deliver on those plans and provide outstanding service to our guests throughout the holiday season. John?