Target’s holiday strategy this season is all about transforming the typical shopping trip into a magical, immersive experience designed to delight and inspire customers. Drawing on nostalgic elements like iconic red-and-white peppermint swirls, the retailer is turning its stores into whimsical wonderlands. Shoppers can explore themed areas while being greeted by characters like Berry the Bear. These immersive touches are complemented by easy-to-shop categories for everything from holiday décor to last-minute gifts.
The holiday shopping experience extends to Target’s digital presence as well, with a visually appealing shopping journey that mirrors the in-store experience. Peppermint swirls and falling snowflakes guide online shoppers through curated gift ideas, special promotions, and even a digital Holiday Wish List.
Additionally, Target announced the plan to host exclusive in-store events, including Target Wonderland in New York, Atlanta, and Dallas, which will “feature shoppable and shareable experiences with brands like Hasbro, Marvel, LEGO and L’Oreal.”
The main features of Target’s holiday experience include:
- Peppermint swirl theme: Featured across stores and online for a festive atmosphere.
- Themed in-store areas: Merry Cherry Chalet (gifts), Candy Cane Corner (seasonal treats), and Trim the Tree Lot (holiday décor).
- Berry the Bear: 9-foot version in select stores, with plush toys and matching pajamas available for those who want to bring him home.
- Target Wonderland events: Pop-up experiences in NYC, Atlanta, and Dallas with interactive displays.
- Enhanced digital shopping: Personalized wish lists, gift guides, and festive features.
- Happier Holidays campaign: Holiday ads set to “Pure Imagination.”
- Convenient shopping: Drive Up, Order Pickup, free two-day shipping, and Target Circle member perks.
Target is not the only retailer going all out for the holidays. For the first time ever, Spirit Halloween is expanding into the holiday season with the launch of Spirit Christmas stores. To attract holiday shoppers, Spirit Christmas stores will feature live Santa Claus photo opportunities, where visitors can reserve a spot to skip the line and receive a free digital photo.
However, this holiday season might be challenging for physical retailers.
Recently, Celigo released its second annual 2024 Holiday Shopping Trends Report, which predicts that holiday shoppers in 2024 want to avoid in-store shopping.
Celigo revealed that for 2024, most consumers are moving away from in-store shopping in favor of faster, mobile-centric experiences, with the majority of shoppers planning to complete holiday shopping in less than six hours. The survey of 4,000 global shoppers in North America and the UK found that over half planned to start their holiday shopping in October — a shift from last year where almost 50% began in September — and the majority expect to spend less than $1,000 on gifts.
“With economic pressures and inflation concerns still top of mind, consumers are dedicating far less time, money and resources to holiday shopping,” said Mark Simon, Celigo’s vice president of strategy, in a press release. “There is a significant shift toward last-minute online purchases and a growing emphasis on securing the best deals at the right time, which means that retailers must adapt to these evolving behaviors to meet the demands of today’s digitally savvy shoppers.”
Furthermore, younger shoppers, especially Gen Zers, are driving a shift to mobile and social media platforms like TikTok and Instagram for gift buying. As a result, many consumers will shop online for convenience, product availability, and fast delivery. According to Celigo, “67% of 18-to-24-year-olds and 65% of 25-to-35-year-olds will use their cell phones for holiday shopping, while nearly half of all consumers will shop for gifts on social media platforms like TikTok, Instagram and Facebook.”
Insider also compiled some feedback from industry experts and predicted key takeaways about the 2024 holiday shopping season:
- Shorter holiday shopping season: The 2024 holiday season between Thanksgiving and Christmas is just 27 days long, which is shorter than usual and may lead to delivery issues and backlogs.
- Tighter budgets: Consumers are cutting back on purchases, seeking better prices or fewer items.
- Omnichannel shopping: Consumers continue to shop across multiple platforms, making it essential for businesses to be present everywhere.
- Increased mobile shopping: Mobile shopping continues to rise, with 81% of consumers planning to use mobile apps during BFCM, according to Tapcart.