Goal reported robust sales for the 1st quarter but its gain was squeezed as buyers shifted to online browsing and prevented higher-margin goods these as attire.

Amid the coronavirus pandemic, Target’s earnings rose eleven.3% to $19.62 billion, with similar-keep sales rising ten.eight% and electronic sales leaping by 141%. Analysts’ experienced anticipated $19.04 billion in earnings.

But 1st-quarter internet income fell to $284 million, or 56 cents for every share, from $795 million, or $one.fifty three for every share, a calendar year previously. Excluding some goods, Goal gained fifty nine cents for every share.

The company said its functioning income margin fee declined to 2.four% from six.four%, reflecting, amid other things, “unfavorable category blend as friends stocked up on lower-margin groups like Necessities and Food & Beverage, and higher electronic and supply chain fees, driven by unusually robust electronic volume as effectively as investments in staff member wages and positive aspects.”

As CNBC reviews, the coronavirus crisis “has underscored the challenge of generating income from e-commerce.”

“As merchants provide a lot more online, they’re also using on a lot more work, these as selecting goods, packing them and shipping and delivery them,” CNBC said. “That usually squeezes their profits — whether merchants fill an purchase for curbside pickup, mail it or produce it to customers’ doors.”

In addition, Goal expects to invest about $500 million from th e starting of March by means of July four on higher wages and other operational adjustments connected to the coronavirus.

Regardless of the higher fees, Goal is attracting new consumers and inspiring loyalty that will pay off for the extended term, CEO Brian Cornell advised analysts, noting that 5 million new consumers shopped at Goal.com for the 1st time in the 1st quarter.

Target’s strongest items category was what it calls hardlines, which consists of durables like appliances and grew by a lot more than 20% from the previous calendar year, fueled by electronics sales. Food and beverage grew by a lot more than 20% but attire declined by about 20%.

Cornell said demand from customers for discretionary merchandise picked up towards the conclude of the quarter, in part mainly because of stimulus checks and a lot more consumers leaving their homes as lockdowns lifted.

Braulio Jatar/SOPA Illustrations or photos/LightRocket through Getty Illustrations or photos

attire, Brian Cornell, Bu, coronarivus, e-commerce, earnings, Income margin, Goal