Is “chicest” even a word?

Target is out with a list of what it contends are must have gifts for the holiday season. “From the fabulous beauty queen in your life to your tech savvy friends and anxious little ones, Target has the chicest gifts to make each moment magical this holiday season,” according to a company press release. “Shop Target for must-have exclusive gifts, including The Black List volume two DVD, Burt’s Bees gift set and a Disney Princess Doll Collection. Spread some cheer this December without bursting your budget.”

Or not. Since when do $8 designer holiday ornaments, a $200 digital camera or $25 doll fit the definition of value? Not that the products aren’t interesting and would likely bring joy to intended recipients. It’s just that the price points seem out of synch for a company whose marketing message and in-store communications of late have been all about low prices and value. And besides, it’s too early to be promoting Christmas even if it is being done so via fairly discreet online efforts.