The bad publicity and the lost of customer confidence will cause significant drop in revenue and earnings. All these are big punishment for the company and the shareholders who own TGT stock. On top, the company will face huge legal fees, numerous law suits, liabilities, and possible fine if found wrong doing and mismanagement. It seems the damages cannot be assessed at this moment. If still holding the stock, consider buying some put options for downfall insurance. I will not add more positions and hopefully the dividend will not be impacted.