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Target touts holiday bargains as consumers stress out about their finances

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Target touts holiday bargains as consumers stress out about their finances

The offer includes what the mass merchant calls “luxe-for-less gifting.” But with apparel and home in turnaround mode, its strongest category is toys.

Target on Wednesday said financially stressed holiday shoppers will find thousands of gifts priced at $5 or less.

Every day from Nov. 1 through Dec. 24, Target will offer a Deal of the Day, which can be previewed the day before. Early Black Friday deals run Nov. 5 to Nov. 7, with other limited-time offers every weekend after.

This year’s assortment includes over 8,000 new gift items, more than half exclusive to Target. The mass merchant is also touting “new AI-powered shopping experiences.”

Target is employing a holiday playbook also seen at other U.S. retailers as the season approaches, a merchandising strategy that seems to acknowledge that consumer sentiment has plunged amid inflation and job worries. Some recent reports suggest holiday sales could dip compared to last year.

Recent store checks at Target, Walmart, Costco, Tractor Supply, Dollar General and others in Nashville, Tennessee, found teams consistently emphasizing “value, sharp opening price points, and targeted promotions as consumers remain selective,” Bank of America analysts said earlier this month.

The season will be a test of Target’s merchandising chops under CEO Michael Fiddelke, who arrived in February . Toys are a strong point for the retailer, but efforts to turn around its apparel and home offer will take time, according to the Bank of America report. The Nashville store “had a complete Pokémon section and our tour confirmed this product is on fire," the analysts said.


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