News

Target revamps holiday marketing strategy with a Broadway touch

November 1, 2016

Target is going Broadway with this year's holiday strategy, pulling in new merchandise, decorating stores with new products and boosting savings.

It's debuting Wonderlist, an online free service to help shoppers discover personal and creative gifts from 400 curated ideas.

"Target is at our very best during the holidays, and we’re building on last year's winning formula to make the 2016 holiday season even better," said Target CEO and Chairman Brian Cornell, in a release. "We're elevating and expanding the offers that helped guests save time and money to make the most of their holidays. Most importantly, guests will find truly exceptional value through broad and simple offers timed to maximize savings on the most-shopped merchandise at each point in the season."

The holiday strategy also includes products from its new line for kids, more than 1,8000 new or exclusive toys and new virtual reality products.

Startingin mid-November, guests will save $10 off a $50 purchase on a different product category each week, and in December, the promotion will expand to allow guests to save save $25 on purchases of $100 or more.

Its free shipping promotion started a week earlier this year, running from Oct. 25 through Jan. 1, 2017.

But the strategy's centerpiece is a Broadway-style production called The Toycracker, Target’s interpretation of the classic holiday tale of The Nutcracker. The eight-minute musical will air in two four-minute segments during the network broadcast premiere of Disney’s Frozenon Sunday, Dec. 11.