(Reuters) - Target ( TGT ) raised its annual profit forecast on Wednesday and beat Wall Street expectations for second-quarter comparable sales as more Americans shopped at its stores drawn by low priced groceries and essentials.

The big box retailer now expects 2024 profit in the range of $9.00 to $9.70 per share, up from its prior range of $8.60 to $9.60, as strong sales, cost savings and a leaner inventory helped it log a better-than-expected performance in the first half of the year.

Target ( TGT ) has expanded its offerings with everyday essentials and private-label food and household items to attract shoppers who are dealing with a rapid rise in grocery prices and interest rates over the past two years.

This summer, the Minneapolis-based chain reduced prices on over 5,000 popular items, including bread, soda, paper towels, and pet food. In February, it introduced a new private-label basics line called 'dealworthy,' with most of the 400 items priced under $10. Additionally, it expanded its 'Good & Gather' and 'Favorite Day' brands by adding 125 new food products.

Target's ( TGT ) Chief Executive Officer, Brian Cornell, said shoppers responded to this "newness" and the price cuts.

Apparel sales were also a bright point, turning around from several quarters of sales declines to rise 3% in quarter, led by private-label 'All In Motion' and 'Wild Fable' lines.

Overall, shopper visits rose 3% in the quarter ended Aug. 3 with the strongest comparable sales gains seen in June and July, the company said. This marked a turnaround from the 1.9% traffic decline in the prior quarter.

Traffic drove all of the 2% rise in comparable sales for the second quarter, even though it saw a slight decline in the average bill spent at the till and the number of items put in carts, the company said.

Analysts' on average estimated a 1.15% rise in comparable sales, according to LSEG.

"We see an incredibly resilient consumer in the face of high inflation and some of the other challenges they've been facing to manage their household budgets," Cornell said on a media call.

Target's ( TGT ) report and bigger rival Walmart's ( WMT ) raising of its annual sales and profit forecasts last week are a sign that the U.S. consumer is strong and could give the Federal Reserve something to think about ahead of planned rate cuts in September.

U.S. retail sales also rose more than expected in July, allaying fears that the U.S. economy was heading towards a recession following signs of a weakening job market.

Target ( TGT ) retained its full-year comparable sales forecast of flat to 2% rise, but cautioned that the growth will be skewed to the lower half of the range. Analysts polled by LSEG were expecting a 0.36% rise.

Michael Fiddelke, Target's ( TGT ) finance chief, said the company's second-quarter sales exceeded its expectations. However, he expects a moderation in sales growth to about 1% in the third quarter and during the holiday fourth quarter.

Target ( TGT ) reported second-quarter earnings on both a net and adjusted basis of $2.57 per share. Analysts on an average were expecting $2.18 per share.

Its quarterly gross margin rate was 28.9%, up from 27% last year, in part due to a better grip on inventories and strong sales at its advertising unit, Roundel.