MINNEAPOLIS — Target is betting on affordable gifts, an AI shopping assistant, and daily promotions as it aims to attract shoppers who are doing their holiday shopping with tight budgets.
The retailer’s assortment focuses on what it calls “luxe-for-less” gifting, with cashmere starting at $25, pajamas from $10, festive decor from $5, and faux fur throws priced at $30. Target is also introducing digital tools to help shoppers find gifts and plan their purchases.
“This holiday season, guests will see and feel the changes we've been making across Target, bringing together the style, design and value they expect from us with an experience that makes shopping easier and more inspiring,” said Michael Fiddelke, Target’s chief executive officer.
“We know guests turn to Target for gifting, gathering and everything in between, and our team is ready to help busy families discover more joy in those moments throughout the season.”
The holiday lineup includes toys from LEGO, Barbie and Nintendo, along with new and exclusive gifts from prestige, emerging and global beauty brands at Target Beauty Studio. Other offerings include sweet treats and host gifts from Target’s Favorite Day brand, as well as exclusive merchandise for sports and wellness enthusiasts.
“Guests tell us they want to give gifts that are thoughtful and personal, while feeling good about what they're spending,” said Cara Sylvester, executive vice president and chief merchandising officer. “That's why we've brought together the brands they love, exciting trends and unexpected finds they won't see anywhere else — all at prices that make it easier to get that 'I can't wait to give this' gift.”
To help customers navigate the selection, Target is offering Ask Target, an AI-powered shopping assistant available in beta on its website and app. The tool is designed to provide inspiration and help shoppers narrow their choices. Additional AI-powered features and a digital holiday kids catalog will support gift discovery.
Target will reinforce those efforts with its Academy of Giftology marketing campaign, launching in November. The campaign will address familiar gifting dilemmas and offer ideas for choosing presents.
Promotions begin Nov. 1, when Target launches a Deal of the Day program running through Dec. 24. For the first time, shoppers will be able to preview upcoming daily offers one day in advance, giving them more time to plan purchases.
Early Black Friday deals are scheduled for Nov. 5–7, followed by new limited-time offers each weekend throughout the holiday season.
Target also is offering a Gigglescape St. Jude bear through its partnership with St. Jude Children’s Research Hospital, with a donation tied to each purchase while supplies last.
The retailer operates more than 2,000 U.S. stores and an online business, supported by more than 400,000 employees.
