Sell-by date's close: US shifting targets (9)

I believe the answer is:

bullseyes

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'targets' is the definition.
(the bullseye is the centre of a target eg in darts)

'sell-by date's close us shifting' is the wordplay.
I cannot quite see how this works, but
an anagram of 'sell' is 'llse' which is within the answer.
This explanation may well be incorrect...

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I've seen this clue in The Guardian.

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