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TODAY   |  December 23, 2013

Target in damage control after breach

Target is apologizing, offering discounts and promising free credit monitoring after a massive security breach compromised millions of credit and debit accounts. NBC’s Kerry Sanders reports.

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>>> new fall out from the massive data breach at target. there's growing calls for a government investigation and according to the wall street journal sales at the retail giant dipped slightly over the weekend. kerry sanders is at a store in florida live this morning. what's the latest there?

>> target is now in full damage control as many of the customers are angry, frustrated, and understandably worried.

>> reporter: with two days to go before christmas, the giant data breach at target could not have come at a worse time. and shoppers are worried it's a trend.

>> i think i'll start using cash.

>> reporter: making matters worse for some rushing to complete their holiday purchases, jp morgan chase is putting a daily cash limit of $100 and spending limit of $300 on about 2 million cards that could be susceptible to fraud. on sunday, the new york senator called for a full investigation by the consumer financial protection bureau.

>> by revealing the information, it will enable other stores to learn from this experience.

>> reporter: target is offering discounts and apologies and promising customers zero liability for any charges that you didn't make. plus free credit monitoring to everyone impacted. but some customers are still angry. one writing on facebook, no more shopping at target for me. done. others say target should not be blamed.

>> you can't just say you're going to be scared to shop at target because this could happen anywhere.

>> reporter: many security experts agree that it's unfair to blame the retailer.

>> target has spent a lot of money on payment card security and they were compliant with all the latest security standards.

>> reporter: but experts say those standards, the u.s. relies on easy to copy magnetic strip to hold account information rather than more secure digital chips used in most other countries. so far, no one has detailed exactly how this happened.

>> chief suspects would be sophisticated organized criminals that have studied target or insiders with privileged access that know exactly where to go.

>> reporter: security experts are warning this morning that if you get an official looking e-mail from your bank, don't follow any links on that e-mail and then start providing personal information because it may be a so-called fishing scam where somebody is trying to steal your identity. savannah.

>> unfortunately a lot of people looking to seize this opportunity.