Shoppers browse the aisles during a Black Friday sale at a Target store, Friday, Nov. 23, 2018, in Newport, Ky.

Morgan Stanley upgraded Target on Monday, saying it sees improving margins and a more, "balanced," risk/reward for the retail giant. They called Target a "retail survivor," likening it to Walmart, Amazon and Costco.

The firm upgraded the stock to equal-weight from underweight and reiterated its $67 price target.