Economy

Target seeking to avoid 'Christmas creep' advertising by focusing on Thanksgiving

Target says customers want it to pause the "Christmas creep".

Last month, Target officials said the retailer would hire more than 100,000 temporary workers, a sharp increase over a year ago.

Instead of "Ten Days of Deals" like it did for the past two years, it will offer "Weekend Deals" starting on November 11 because customers visit the stores more on the weekends than weekdays. Typically, Target has jumped into the holiday spirit immediately following Halloween.

The company is expanding its marketing focus and increasing its holiday marketing budget compared with a year ago.

"What they don't want us to do is go right into Christmas", Rick Gomez, Target's chief marketing officer, told the news outlet.

As it eases into the later holidays, the company isn't repeating the "Ten Days of Deals" strategy, which it had for two seasons in a row. Beginning November 1, Target will also offer free shipping with no minimum purchase. But Target is taking a different approach.

As it works to play catch-up in some online services.

The box store is also starting to follow in Walmart's retail footsteps by offering curbside pickup at 50 Minneapolis-area stores.

Wal-Mart, the world's largest retailer, is also counting on "Star Wars" toy sales this holiday, and has added a large assortment of "Star Wars" products to its holiday layaway program, which allows shoppers to put aside holiday merchandise and make payments in installments.

Walmart offers curbside pickup for shoppers who load their carts online. It plans to double that figure next year.



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