Target (NYSE: TGT) is gearing up for the holidays with a new marketing campaign titled "My Kind of Holiday" and initiatives that offer customers more ways to shop and save. The company is expanding Store Pickup service to all of its 1,800 stores which will allow customers to order online and pick up in Target locations. For the second year, Target is also extending the timeframe of its Price Match Policy for holiday shoppers who find a qualifying item at Target between Nov. 1 and Dec. 21. Target will honor lower prices found at Target.com, a local competitor's printed ad or at select online retailers.
E-commerce and digital media are also a big focus this year for Target, who for the first time, will promote a TV ad campaign on Dec. 1 through Dec. 3 specifically focusing on Cyber Week deals. Target.com shoppers will find several daily-deal discounts of 30 to 50 percent on gifts, toys, entertainment and electronics that can be redeemed via Cartwheel, Target's mobile coupon app. On social media, the brand will kick off the #MyKindofHoliday campaign which will encourage shoppers to share their holiday traditions on Twitter and Facebook. Target has also designed holiday party-planning resources under its "Best. Party. Ever" boards on Pinterest.
In addition to providing these extra incentives for holiday shoppers, Target is also being more cognizant of when to launch their holiday promos. Last year, the chain jumped the gun, pushing their first holiday-themed ads mid-October, which ended up backfiring. This year's ads won't launch until the first week of November.
"We learned last year we just went too soon," Jeff Jones, chief marketing officer at Target told Advertising Age. "Even though it wasn't an overt commercial about Christmas products, people interpreted it that way."
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