If social media is to be believed, Target is just as popular as ever, with shopping influencers sharing dupes for high-end clothing brands and entire accounts devoted to the latest and greatest at the big-box chain. But according to new retail data, life outside the screen tells a very different story. Target has taken a major hit this year, with foot traffic down for the sixth consecutive month in July. Here’s why Americans are abandoning Target, and what the store is doing to try to win them back.

Foot traffic has been down at Target stores since January.

According to data from Placer.ai, July foot traffic at Target stores was down 3.9 percent year over year. It’s the sixth straight month of decline, with February standing out as the worst month this year (a 9 percent decline).

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