For November, Target’s marketing will play up Thanksgiving meal preparation.
NEW YORK — Target says customers want it to pause the “Christmas creep.”
The retailer says it wants to be more in tune with customers’ mindset, so it plans to ease in holiday promotions this year while better recognizing Thanksgiving.
For November, Target will keep Thanksgiving signs and displays at the entrances and its marketing will play up Thanksgiving meal preparation and entertaining for shoppers.
“They want us to pause, and be really intentional and recognize Thanksgiving,” said Rick Gomez, Target’s chief marketing officer. “What they don’t want us to do is go right into Christmas. So, we are going to respect that.”
As it eases into the later holidays, the company isn’t repeating the “Ten Days of Deals” strategy, which it had for two seasons in a row. Instead, it’s increasing weekend deals starting Nov. 11. Gomez said customers are shopping on the weekend twice as much as they are during weekdays.
The retailer’s holiday plans also include a new e-gift service, adding kiosks that focus on impulse presents mainly under $15, and launching a wallet feature to its app.
While all retailers need to worry about online growth and the expansion of Amazon, Target is spending $7 billion over three years to remodel old stores, open small ones in cities and college towns and offer faster delivery for online orders.
It’s also been refreshing its store brands and trying to be more convenient to shoppers. Eight of Target’s new brands will be available for the first time this holiday season.
The company is also expanding its marketing focus and increasing its holiday marketing budget this year.
Target’s also focusing on convenience. A new service on Target’s website lets people click on a GiftNow button for products to send an e-gift. That lets the recipient know, and the person can change the color or size or choose something entirely different – all before anything is shipped. In its stores, Target is adding kiosks that include items like fluffy slippers or beauty products.
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