Target says that personal information - including phone numbers, email and mailing addresses - was stolen from as many as 100 million customers in its pre-Christmas data breach. That was substantially more customers than Target had previously said were affected.
Friday afternoon, it was confirmed by Sarah Van Nevel, with Target public relations, that now 110 million people could be affected.
The chain also cut its fourth-quarter adjusted earnings forecast and outlook for a key sales barometer.
Target had announced in December that about 40 million credit and debit cards were affected by a data breach that happened between Nov. 27 and Dec. 15 - just as the holiday shopping season was getting into gear.
Tina Homesley, who says Target is her favorite store, was not affected by the breach, but says she learned a good lesson.
"I'll go home tonight and I'll check everything, I monitor my spending closely. You just have to be cautious, it's not just Target, it could happen, I guess, anywhere," said Homesley.
Ivan Sacks, an investment advisor with Kingsley Advisors, says to check your statements, and get a new debit/credit card issued to you. "Don't leave it up to chance, just cancel that card and ask for reissues of that card."
Cecelia Pueschel who also prefers shopping at Target says with online banking, she tracks her statements right on her cell phone.
"I made sure that I went through my bank statement and double checked to make sure during those days they said were effected, that I wasn't actually here," said Pueschel.
The retailer said Friday that the personal information stolen is not a new breach, but was discovered during its ongoing investigation.
Target Corp.'s stock fell in Friday premarket trading.