Target’s first quarter profits were up and things are looking better for the retailer’s troubled credit card division. The secret to their success? Consumers are buying more “discretionary merchandise,” which is retailer speak for ” various bullsh*t like video games and cheap designer clothes that you don’t technically need to survive.”

Target has been striking deals with designers as a way to improve its image, and will also be expanding its electronics selection by 30%, says Dow Jones. It will also be the first actual store to sell the Kindle.

S&P says Target is benefiting from focusing on a “more upscale consumer.”

Research tells us that you, Dear Reader, are likely to be such a consumer. Are you buying more crap at Target?

UPDATE: Target 1Q Net Up 29% On Strong Sales, Better Credit [WSJ]

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