• by Sarah Mahoney , November 2, 2015

With more people planning to start holiday shopping before Thanksgiving this year, both Walmart and Target are kicking off their holiday season with a vengeance, including more digital dazzle.

Walmart is launching its eight-week selling season, with the promise to make shopping easier every single day, forecasting the most integrated holiday shopping season ever.

“High-low retailers and pricing games have led to frustrated holiday shoppers who second-guess their purchase decisions throughout the season,” the Bentonville, Ark.-based retailer says. “Walmart’s playbook to win starts with doubling down on its everyday low price promise through the season, coupled with an on-trend assortment and new tools for seamless shopping.”

In addition to rollbacks, ad-match guarantee and online price match, it is also offering mobile check-in, which makes it easier for those who order online to retrieve their orders in store. And customers using its app can scan items in store and add them to their wish list.

And Target is also pushing its omnichannel offerings, including the expansion of its Curbside pickup service to all Philadelphia and San Francisco area stores, as well as selected stores in Chicago, New York and New Jersey. It is also increasing the reach of its Instacart offerings, which has been in test in Minneapolis, to San Francisco. And it has jazzed up its Kids Wish List app, improving search, scan and sharing functions. Kids can also write to Santa, who will respond within the app, as well as play a new Snow-N-Roll game.

The retailer also launching an umbrella holiday campaign themed “the Holiday Odyssey,” that tells the tale of a larger-than-life journey narrated by Neil Patrick Harris. It includes digital interactions for families to enjoy together, as three kids and Bullseye, the Target mascot, set out on quests that involve Minions and Ninja Turtles. 

More people are likely to be diving into the holiday mix early this year, reports the NPD Group. It says half of all shoppers intend to start before Thanksgiving weekend, a 6% increase from last year. “Consumers don’t have a need to seek the deals out on Black Friday the way they did during past holiday seasons,” says Marshal Cohen, its chief industry analyst, in the report. Because of consumers’ increased digital options, “now the deals come to them, early and often. With consumers shopping earlier and more going online, it will be critical for brick retailers to take action in order to compete with the click players.”