Target said Wednesday fiscal first-quarter sales rose 23%, as investments it made in exclusive brands and services like curbside pickup strengthened customer loyalty and kept them coming back.

The retailer also said it is benefiting from rising vaccination rates, a reopening economy and busier social calendars: Customers gravitated to new merchandise, especially clothes. Some returned to browsing again inside of stores.

“We are seeing a much more optimistic consumer, who is excited about getting back to the life that they haven’t lived for the last year,” CEO Brian Cornell said in an interview on CNBC’s “Squawk Box.”

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