The ‘Kmart conspiracy theory’ that’s driving shoppers crazy
At first, customers thought it was a phase but it’s now going viral and people aren’t happy.
Lifestyle
Don't miss out on the headlines from Lifestyle. Followed categories will be added to My News.
Shoppers have been left scratching their heads as they venture into their local Kmart stores after its $10 billion merger with Target.
Interestingly, while Kmart struggles to keep its shelves stocked, Target, which integrated cult Anko items earlier this year as part of its merger, seems to have no shortage of products.
Want to join the family? Sign up to our Kidspot newsletter for more stories like this.
The "Kmart conspiracy theory"
This distinction has led some customers to speculate that Kmart might be intentionally withholding stock to drive shoppers to Target stores instead.
Shopper Amelia Liddy Sudbury, who frequently buys beauty products from Kmart, even went as far as calling it a "Kmart conspiracy theory" in a social media video. And she's not alone in believing that this might be the reason behind the empty shelves.
“My local Kmart have not been restocking the Elf and OXX products but my local Target is absolutely full,” said Ms. Sudbury.
“Ever since the Target and the Kmart merger happened, I think they are prioritising the restocking of those products in Target stores over the Kmart shops to try and drive those Kmart loyalists and consumers into Target.”
In a video posted on both TikTok and Instagram, Ms Sudbury showcased the empty shelves in the beauty aisle at Kmart before making her way to Target to illustrate the contrast.
“Look, I couldn’t find these (OXX beauty sponges) anywhere at Kmart, but full in Target,” she states.
“I’m telling you, it’s a Kmart conspiracy.”
Introducing our new podcast: Mum Club! Listen and subscribe wherever you get your podcasts so you never miss an episode.
“It's always feral and empty”
Many shoppers have also observed empty shelves at their local Kmart stores while noticing that Target shelves are fully stocked.
“I agree… I was looking for something in Kmart last week, they didn’t have it. Light bulb moment, looked in Target and there is was in abundance,” shared one person.
Another added, “My Kmart beauty section is always feral and empty.”
One commenter exclaimed. “Yesss! Target is always loaded with stock. Everything I’ve needed so far hasn’t been in stock in Kmart but Target seems to be the one stop shop these days.”
It’s not Kmart
Various suggestions were made as to why Target's Anko stock was flying off the shelves, with some speculating that many customers were still unaware that it was now available at the store.
One explained, “A lot of people don’t know Target carries it yet.”
Another agreed and said, “Many people don’t know about or haven’t realised the merge and just shop at Kmart, so it’s always full at Target cause no one’s really buying Kmart stuff from there”
“Target is always full because no one shops there,” stated one.
“Maybe no one wants to go to Target? I go to Kmart for the reason I don’t wanna go to Target,” echoed another.
RELATED: People discover hidden benefit of the Target/Kmart merge
Targets meet Anko
In early 2024, Target made a surprising change to approximately 25% of its "hard-home" inventory, replacing items like decor, small furniture, and appliances with Anko versions. This decision shocked many loyal customers who were used to Target's usual offerings.
The Kmart Group, owner of Target, explained that this decision was made in response to Australia's rising cost of living. They hoped that introducing Anko products in Target stores would help customers cope with financial pressures.
“I think the search for value is something (consumers) are going to continue to try to do as they try and figure out how they maintain their lifestyle,” managing director Ian Bailey told The West Australian in January.
“We had great feedback from customers, we had very encouraging sales. So I think we’ve got lots of reasons to be optimistic.”
However, not everyone has been ‘optimistic’ about this change with many arguing Target offered consumers “better quality products” at an affordable price.
“So sad. Target stuff is better quality than Kmart,” wrote one.
“I’m so disappointed, Target’s kids clothes – even the women’s – are so much better than Kmart, hopefully they keep the clothing,” said another.
And one wasn’t happy at all: “I won’t be shopping at Target any more! Used to be one of my favourites.”
RELATED: Hilarious debate over Kmart notebook's 'naughty' design flaw
Kmart responds
The discount retailer has moved to reassure customers who are having difficulty finding the "highly sought-after" products in their stores.
“Our beauty range is known and loved by Kmart customers, making it highly sought after,” a Kmart spokesperson told news.com.au
“For Target customers, this is a new range and brands that are on offer. The team are working hard to restock and ensure availability at both stores.”
More Coverage
Originally published as The ‘Kmart conspiracy theory’ that’s driving shoppers crazy
The new fee making families rethink their 4WD holidays
"The beach is literally the cheapest thing to do in summer for families, so it's a shame people can't do that anymore if they can't afford it."
‘I spent over $11K while shopping in my sleep’
Elissa started with 'accidental' purchases of cheap clothes. When a Chanel order was made, that's when her husband had to step in.