MINNEAPOLIS — Target Corp. is giving holiday shopping a high-tech upgrade this year, adding artificial intelligence and mobile integration to the in-store experience.
“We know so many of our guests love shopping our stores with their phones in hand, and when they use the Target app in-store, their basket sizes are nearly 50% higher as they discover more of what they love,” said Cara Sylvester, Target’s chief guest experience officer. “We’re committed to making the shopping experience this year even more connected, personal and intuitive, with innovations that help guests discover the hottest items and Target products they love at a great deal.”
At the center of the retailer’s holiday digital strategy is the Target Gift Finder, a new conversational, AI-powered tool that helps customers choose gifts tailored to each person on their list. Shoppers can describe who they’re buying for or the occasion — and the feature generates personalized product suggestions instantly. The goal, Sylvester said, is to “simplify decision-making” and add a bit of surprise and delight to the gifting process.
The company has also introduced List Scanner, a practical feature designed for families juggling long lists and tight schedules. Shoppers can scan handwritten lists — or children’s wish lists — directly into the Target app, automatically converting them into digital carts. The functionality, accessible through the “My Target” tab, aims to eliminate tedious item searches while keeping holiday shopping organized.
Target is also expanding the app’s Store Mode, which activates automatically when a shopper enters a store. Using real-time location and inventory data, Store Mode helps guests navigate aisles, find gifts faster, and check availability. If a desired product is out of stock, the feature connects them to alternative fulfillment options such as same-day pickup or next-day delivery where available.
In a nod to Target’s reputation for blending convenience with cheer, the retailer has added playful elements to Store Mode. Guests can join an in-app “Find Bullseye” game — a scavenger hunt featuring Target’s beloved mascot — and collect limited-edition holiday stickers at checkout. Virtual animated helpers inside the app provide guidance and seasonal humor, bringing a touch of whimsy to the shopping journey.
Target’s push to integrate mobile and physical shopping reflects a broader retail trend toward omnichannel personalization. As shoppers rely more heavily on smartphones for product discovery and price comparison, retailers are racing to merge digital convenience with in-store experience. Target’s data shows that guests who use its app during store visits not only buy more, but also explore categories they might otherwise overlook — a key metric during the crucial holiday quarter.
The retailer’s investments come as it seeks to reinforce its position as a destination for value and inspiration amid intense competition from Walmart, Amazon, and other major players expanding their own digital ecosystems.
Beyond the tech rollout, Target is emphasizing its longstanding purpose of “helping all families discover the joy of everyday life.” The company serves customers at nearly 2,000 U.S. stores and Target.com, and continues to contribute 5% of its profits to community initiatives — totaling millions of dollars each week.
This season’s innovations, Sylvester noted, are as much about joy as they are about efficiency. “We’re meeting guests where they are — whether they’re shopping from home or walking our aisles — and helping them focus on what really matters: the joy of giving.”
With its AI-driven personalization, seamless list integration, and app-enabled play, Target’s 2025 holiday experience aims to combine the ease of digital discovery with the warmth of an in-store celebration — ensuring that, for shoppers and families alike, the season feels both smart and special.
