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Target is kicking off its holiday promotional season on October 6 with a Target Circle Week, promising low prices on toys and exclusive products and touting its “biggest holiday assortment ever,” with 50% more new items than in 2023.
- This includes popular brands such as Disney, Lego, FAO Schwarz, and themed merchandise for Universal Pictures’s upcoming film Wicked.
Chief Commercial Officer Rick Gomez even busted out Target’s old nickname, “Tarzhay,” for the occasion: “Consumers are getting ready for one of the most exciting times of the year, which is why we're leaning into the magic of Tarzhay like never before—with an assortment, value and experience only Target can deliver.”
Target’s promises to offer value and affordability in the coming months comes as some experts predict a slower holiday season than last year. Deloitte, for example, predicts sales will tick up between 2.3% and 3.3%, down from 4.3% in 2023. The research firm cited inflation and rising credit card debt as potential headwinds.
The retail giant is entering the holiday season having already grown sales with its expanded discount offerings. CEO Brian Cornell in August said offering more affordable options helped return the company to growth in Q2.
The company also said it will hire approximately 100,000 seasonal workers, which is in line with its 2023 hiring plans but below the 130,000 it planned to hire back in 2019.
In an FAQ, Target said its seasonal hiring goals are set after first reaching out to existing part-time workers to see if they would like more hours. It then asks leaders at its stores and supply chain facilities to hire enough workers to “meet local demand” while ensuring an “exceptional guest experience.”