Seasonal campaign celebrates second birthday

Prices were cut on 1,500 items at Target.com last Friday as the retailer executed an online-only Black Friday in July promotion. It was the second consecutive year Target conducted the event which, despite the name, pales in comparison to the real Black Friday, which is an operational nightmare and features extreme discounts on prices retailers would rather not get in the habit of offering at other times of the year.

That said, the Black Friday in July concept is a low-risk promotional strategy that employs email marketing and public relations to generate awareness for prices that some shoppers might find attractive, even at the risk of sounding like the company is in the used car business.

“Summer bargain-hunters rejoice: Target Corporation is back this July with its Back in Black Friday sale, offering guests hot products at fantastic prices,” read the press release announcing the event which started at midnight Friday. July 15 and ran for 24 hours.

“Target is always looking at ways to provide our guests with outstanding value,” said Steve Eastman, president, Target.com. “Our Back in Black Friday online-only sale is a great example – offering our guests a summer Black Friday with thousands of deals on their favorite products.”

The sales featured prices up to 50% off regular prices on must-have items across all categories, including electronics, toys, home décor, health and beauty, movies, music, books, apparel and more.