Target leans into value, exclusive items for holidays
Target Corp.'s holiday strategy includes daily deals, Ai-powered shopping experiences and exclusive offerings, including "luxe for less," and a high-concept marketing campaign.
The company is featuring more than 8,000 new holiday gifts, with more than half of the assortment exclusive to the retailer. Most of the new holiday items are priced at $20 or less, with thousands $5 and under.
Target's strategy plays into what is expected to be a heavily value-driven holiday shopping season. Financially-constrained shoppers are reducing the number of people on their gift lists and hunting for sales, low prices, and promotional deals.
READ MORE: Target cuts prices on thousands of items ahead of holidays
Target has also launched an AI-powered shopping assistant, “Ask Target,” available in beta on its web site and app. It’s designed to help shoppers find inspiration, narrow their choices and shop with confidence and ease, the company said. The new tool joins Target’s other AI-powered solutions and digital holiday kids catalog.
Beginning Nov. 1, Target will offer a new “Deal of the Day” every day through Dec. 24, with a first-ever one-day preview of upcoming offers to help customers plan ahead. Early Black Friday deals will run Nov. 5 to 7, followed by new limited-time offers every weekend throughout the holiday season.
"Guests tell us they want to give gifts that are thoughtful and personal, while feeling good about what they're spending," said Cara Sylvester, executive VP and chief merchandising officer, Target. "That's why we've brought together the brands they love, exciting trends and unexpected finds they won't see anywhere else — all at prices that make it easier to get that 'I can't wait to give this' gift."
Holiday Marketing Campaign
The discounter will launch its holiday marketing campaign, “Academy of Giftology” in November. The campaign, which includes an original music score, includes nine spots that will appear across broadcast, streaming, audio, OOH (out-of-home advertising) and social platforms. Some features from the campaign will also show up in Target stores,
“The campaign takes a playful approach to relatable gifting challenges, helping guests find gifts they'll be excited to give and loved ones will be excited to receive — from the kid who loves puppies to the person who says they want nothing at all,” the company said.
Target also plans to bring the campaign to life across social platforms through interactive content, creators and real-world activations that offer fresh gifting expertise tailored to each platform. Digital will serve as the primary landing destination, featuring curated gift lists for teens, baby, hosts, teachers and more.
Target's holiday strategy comes as the company has been working to reclaim its signature combination of style and affordability under the direction of Michael Fiddelke, who took the reins of the company in February.
"This holiday season, guests will see and feel the changes we've been making across Target, bringing together the style, design and value they expect from us with an experience that makes shopping easier and more inspiring," said Fiddelke. "We know guests turn to Target for gifting, gathering and everything in between, and our team is ready to help busy families discover more joy in those moments throughout the season."
