Target partners with Taylor Swift for exclusive holiday merchandise
Target Corp. is teaming up with one of the biggest celebrities in the world this Black Friday weekend.
The discounter will offer two exclusive Taylor Swift releases available starting Black Friday (Nov. 29), while supplies last. The official "Taylor Swift | The Eras Tour Book" provides a behind-the-scenes look at the making and performance of the “Taylor Swift The Eras Tour” including never-before-seen photos and personal reflections written by Swift.
"The Tortured Poets Department: The Anthology" album on vinyl and CD has 35 tracks including four acoustic bonus songs. The items will be available exclusively at Target in stores only on Black Friday, before becoming available on the Target app and on Target.com starting Saturday, Nov. 30.
"Shopping at Target is all about finding amazing products you can't get anywhere else, which is why we're so excited about this next chapter in our long relationship with Taylor Swift: the exclusive Black Friday release of her new tour book and vinyl album," said Rick Gomez, executive VP and chief commercial officer at Target. "Target is at our best when we're creating access to joyful experiences and that's exactly what this represents — a new way for everyone to immerse themselves in Taylor's concert and music, right in time for the holiday season."
Other Target holiday promotional efforts have included its recently concluded Target Circle Week sales extravaganza exclusively available to members of its free Target Circle loyalty program. The discounter, which also recently revealed plans to hire 100,000 seasonal workers, said its holiday assortment will include 50% more new items than last year.
In addition, Target is bringing back its “Deal of the Day” program, with new one-day-only deals available each day from Nov. 1 through the rest of the season for Target Circle members. The retailer is also serving as a premier retail destination for Universal Pictures' "Wicked," one of the most anticipated films of the year., and offering dedicated sections of its stores with discount gift items.
[READ MORE: Target holiday plans include under-$25 shops, 'Wicked' tie-in, exclusives]
"Here is the official retrospective of the most wondrous tour of my life, my beloved Eras Tour," said Taylor Swift. "Thank you to the fans who came to this show. You were what made The Eras Tour what it became."
Taylor Swift is good for business
Taylor Swift has become a significant influencer on shopping behavior. A survey of 1,000 U.S. consumers who attended any of Taylor Swift’s Eras Tour concerts or concert movie in 2023 (51% male) from Inmar Intelligence indicates 64% of respondents said the experience(s) prompted them to make purchases related to the concert such as apparel, footwear, accessories, cosmetics, and/or arts/crafts (like glitter, materials for signage, handmade accessories).
In response to Taylor Swift’s wide-scale popularity, the Mall of America in Bloomington, Minn. has offered interactive events specifically aimed at “Swifties.”
And in May 2023, Jeffries analysts looked at the 2.4 million “Eras” concert tickets that had been sold at that time and predicted Boot Barn stores could see a significant bump in sales of items such as cowboy hats, sequins and Western boots (Swift began her career as a teen country star) fans wanted to wear to her shows.
Minneapolis-based Target Corp. operates nearly 2,000 stores and an e-commerce site.
