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Target’s holiday push stresses affordability, exclusives and an AI assistant

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Target’s holiday push stresses affordability, exclusives and an AI assistant

Target is betting on daily deals and a digital assistant to woo budget-conscious shoppers this holiday season.

The retailer is offering more than 8,000 new gifts as part of its holiday assortment, with more than half exclusive to Target. Most new items are $20 or under, with many under $5. Target is also rolling out an AI-powered assistant called Ask Target on Target.com and the Target app. The tool, available in beta, is conversational and helps guests find inspiration and build wishlists for themselves and others.

Target is especially playing up value, quality and affordability, or what it calls “luxe for less.” It’s offering a $35 throw blanket, for instance, as well as a $45 cashmere sweater, $10 pajamas and $5 candles. Each day from Nov. 1 to Dec. 24, Target will offer a new Deal of the Day, with early Black Friday deals running Nov. 5–7. The company’s strategy comes as shoppers this holiday season contend with inflation, higher energy costs and tariff-driven price increases.

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