Walmart and Target are heading in opposite directions. David Paul Morris/Bloomberg/Getty Images New York —

Walmart has blown past Target in their long-running rivalry.

The biggest reason: As life becomes harder for everyday Americans to afford, shoppers have grown pickier about how they spend their money and hunted for deals. Many of these consumers feel Walmart can stretch their dollars further on groceries, household essentials, clothing and electronics. Target, meanwhile, traditionally catering to a slightly higher-income customer, has suffered a major dent to its “Tar-zhay” appeal.

“Everyone wants value,” Walmart CEO Doug McMillon, who recently announced he was retiring after 11 years, said on a quarterly earnings call Thursday.

Walmart’s US sales increased 4.5% last quarter

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