(Bloomberg Gadfly)—Getting back to retail basics seems to be working for Target Corp.—for now.

The $29 billion big-box retailer on Thursday surprised investors by forecasting same-store sales growth in its second quarter, reversing an earlier call for a drop. This would represent Target’s first quarter of increased sales at locations open at least a year after four periods of declines. The good news couldn’t come at a better time for Target, No. 20 in the Internet Retailer 2017 Top 500, whose shares have been battered by the general retail malaise and concerns about the implications of Amazon.com Inc.’s stampede into groceries with the $13.7 billion takeover of Whole Foods Market Inc.

The irony is that what seems to be working for Target isn’t a besting of Amazon (No. 1) at its own digital game, but rather a refocusing on retailing staples such as pricing, store remodeling and the launch of exclusive brands. In the press release announcing the boosted guidance, there isn’t one mention of “digital,” “online” or “e-commerce.” Investors seem to be taking this turn of events as a sign that maybe things aren’t quite so dire for big-box retailers: Target jumped about 4% in early trading Thursday, while Wal-Mart Stores Inc. (No. 3), Kroger Co. (No. 88) and Costco Wholesale Corp. (No. 8) also climbed.

Not so fast, though. Target has chalked up much of its recent struggles to a messaging problem: It talked too much about fashion and home decor, while perhaps not reminding consumers enough that it also was a destination for consumer staples at low prices. This shift in strategy is a re-calibration of CEO Brian Cornell’s plans for the chain when he took over in 2014. Back then, he wanted to de-emphasize the “Pay Less” part of Target’s “Expect More, Pay Less” slogan. This latest flip-flop does seem to be working, but there was a reason that Target backed away from it in the first place—and it’s worth wondering how long the sales pop will last.

Target’s chic and unique fashion, furnishings and kid gear gave the chain its distinctive “Tar-zhay” luster. This focus on low prices makes it increasingly look like just another retailer trying to duke it out in a very competitive industry. Amazon and Walmart also sell goods on the cheap and have more developed e-commerce operations. Without something more to differentiate it, what reason do customers have to prioritize Target? Amazingly, Target earlier this year said it would build a store in New York City’s Herald Square, even as it shut down parts of its Silicon Valley operations. That’s not a winning bet in a world that is hurling fast toward a digital future.

This low-price strategy works in the short term, but it puts the company at a disadvantage over the long haul, not least of all because of the impact on profit. Target also boosted its outlook for second-quarter earnings per share above the $1.15 high end of its previous guidance range. But it also seemed to indicate a decent chunk of that was due to tax benefits, as opposed to gains in core business profitability. The trend on Target’s profitability is clearly moving in the wrong direction.

So enjoy the gains in Target’s stock price. Odds are it won’t last.

This column does not necessarily reflect the opinion of Bloomberg LP and its owners. Brooke Sutherland and Sarah Halzack contributed to this report.