• by Sarah Mahoney , Staff Writer @mahoney_sarah, November 1, 2023

Target, whose success has long stemmed from its ability to balance fun style with low prices, is tilting toward value this season. Themed “However You Holiday, Do It for Less,” the new campaign pays closer attention to style on a budget. The Mother-created ads aim to make saving money look almost as fun as opening presents and wrestling the dog into Christmas jammies.

“Target is putting the magic and the meaning of the holidays within reach for everyone this season,” says Lisa Roath, executive vice president and chief marketing officer, in its announcement. “As guests look to save and celebrate in style, our holiday marketing and creative will inspire them with all the on-trend gifts, food and décor they love at Target, at prices they’ll love even more.”

A Target spokesperson tells Marketing Daily the ads are running on linear TV, digital, video, and social media. Set to “Love Like This,” the Faith Evans classic performed by R&B artist Rosemarie, the ads show off the usual, like holiday treats and easy décor. But there’s also highlights from this year’s transportation theme, with planes, trains and cars popping up all over the stores. That includes a

Grand Central Gifting Station in stores, offering items like a double-decker Marks & Spencer bus hot chocolate and collector cookie tins.

There are some 100 versions in English and Spanish, including 30, 15 and 6-second versions.

The campaign comes as Target tries to improve its ability to read shifting consumer sentiment. The company reported a comparable sales decline of 5.4% in its most recent quarterly results. And it lowered its sales and profit expectations for the months ahead. Yet in the same period, rival Walmart saw same-store sales rise 6.4%, better than observers had expected. And it raised its forecast for the year.

Waffling consumers continue to confuse retailers. People seem more cautious and concerned despite the fading likelihood of a recession. Inflation is cooling, the job market is strong, and shoppers are spending up a storm in many categories.

Target hopes the new campaign can tempt them by putting a playful spin on holiday moments, focusing on items under $25.

It’s also integrated the campaign more fully into its app and website, with animated snowflakes and personalized Deal of the Day offers. And there’s a 360-degree virtual holiday toy shop. This year, toy offerings include exclusive Disney 100 and FAO Schwarz products.

The company is also hitting the road with Target Wonderland: Bullseye’s Top Toys Adventure, a traveling toy experience slated for New York, Dallas and Los Angeles, featuring oversized toy displays from Mattel, LEGO and Nintendo.