Dive Brief:

• Target’s meager Q4 earnings report Wednesday got a pass from investors, who boosted its share price 7%.

• The retailer reported a staggering 46% net profit loss compared to last year. Target also reported a nearly $1 billion loss in its expansion into Canada.

• Target had to contend with major expenses associated with the massive data breach and freezing weather that kept customers at home.

Dive Insight:

Target's troubles are hardly over, but investors seem to think that it's fully capable of overcoming the challenges it faced in recent months. Recent discoveries of more retail holiday hacks may make customers realize that their personal data is no more secure at any one store than at Target. Still, Target has work to do in tightening up its data protection. Neither customers nor investors can be all that forgiving forever.