(By now, a lot of people who work for Target don't work in a Target.) To that end, Monday's announcement could be viewed as a PR ploy to lure back a certain set of shoppers, whose expenses are sometimes politically or socially motivated.
The company says the increase will also apply to the more than 100,000 hourly workers it is hiring for the holidays.
The Minneapolis-based retailer, which plans to start hiking minimum pay across its stores to $11 an hour in October, provided assurances that the move would not hurt its previously announced full-year and quarterly earnings forecasts.
Target spokeswoman Jenna Reck said the wage increase demonstrates a "much bolder and more vocal investment in our team".
The company said it also plans to raise the floor further to US$15 an hour within three years.
Target's new wage of $11 an hour puts it higher than the minimum wage in 48 states.
Target's last major wage increase was in 2016, when it moved to a $10 minimum hourly wage in response to a similar move by rival Wal-Mart Stores Inc. Nationally, the minimum wage sits at $7.25, a figure agreed to in 2009; don't expect that to go changing again any time soon.
Target offers several benefits for its workers, including a 10 percent merchandise discount at Target as well as Target.com, and an additional 20 percent health and wellness discount on fresh fruits and vegetables, all Simply Balanced products and C9 merchandise. We've always offered market-competitive wages to our team members.
"Target has a long history of investing in our team members".