Zeroing in on Target’s April Circle Sale
New data reveals the sales lift from a recent promotion Target offered members of its free loyalty program.
According to new analysis of credit card data from Earnest Insights, Target’s April Circle Sale, which ran April 7-13, 2024, generated 7% more sales than the weekly average in the previous four weeks. This represents a two-point acceleration in the Circle Sale’s contribution to Target’s top line compared to Target’s October sale for members of its Circle loyalty program.
The April sale offered Target Circle members up to 40% off hundreds of thousands of items in top spring categories that included apparel and accessories, beauty, home and tech, plus a one day-only 10% off Target GiftCards deal. Target Circle is a free loyalty program offered by Target Corporation that provides members with exclusive benefits, discounts, and free shipping on orders over $35, and early access to sales.
The discounter launched an upgraded version of the program in March 2024, including three membership options with the retailer’s first-ever paid memberships. In addition, comedic actress and “Saturday Night Live” veteran is reprising her classic “Target Lady” character in a major advertising push from the retailer to promote the launch of the revamped program.
This Circle Sale represents an increase in the program’s contribution to Target revenue since mid-2023, according to Earnest Insights analysis. However, past sales have coincided with major Amazon Prime promotions, but this sale occurred more than a week after the similar Big Spring Sale at Amazon, which Earnest Insights says potentially boosted sales.
Interestingly, Target offered a separate seasonal blockbuster, simply called “The Spring Sale,” with discounts of up to 50% off home & patio items and kids’ toys and games, as well as up to 20% off seasonal warm-weather clothing and swimwear, directly programmed against Amazon’s Big Spring Sale. However, the Target Spring Sale was open to all shoppers and not just Target Circle loyalty members.