With e-commerce predicted to overtake in-store shopping this holiday season, Target gets an early start on its digital deals.
Target announced a new holiday kickoff called “Target Deal Days” where consumers can find “Black Friday” pricing on items from October to December. The sales specials will begin October 13, the same day Amazon Prime Day launches. Target Deal Days could be the retailer’s answer to Amazon’s digital sales dominance, helping it attract online customers looking for low prices. Though Prime Day typically occurs in the summer, the Coronavirus pandemic pushed it back, opening up a new opportunity for competitors like Target to take advantage of the upcoming holiday season to run digital sales of their own. Target Deal Days will run in-store and online, with the retailer promising one million additional deals as compared to 2019. Customers could find special prices on electronics, toys, beauty products, and home goods as well as essential items that have been flying off the shelves during the pandemic.
Retailers typically roll out their biggest deals beginning on Black Friday, but with Prime Day, pandemic shopping, and the holidays coinciding this year, it makes sense that Target would start up the sale season early. Additionally, as Black Friday could look different this year because brands are apprehensive of long-lines and hordes of customers crowding stores, presenting virtual deals could help them still gain sales while staying safe. With no membership necessary to access Target Deal Days, as is needed on Amazon, more consumers could be drawn to Target’s agile and interactive site according to a Gartner report on the topic. Additionally, Target Deal Days could bring new consumers to stores, as Target continues offering pick-up and delivery capabilities. Amazon and Target’s concurrent events could also inspire fellow retailers, such as Walmart or Kohls, to roll out their own deals early.
Just like many things this year, holiday shopping will look a little different. With consumers spending more time shopping online, Target’s months of digital deals could appeal to customers and help it gain digital ground against Amazon.