Here’s what Target has planned this holiday season

Target is sticking to its value roots this holiday season as it promotes its brand as a destination for deals. The Minneapolis-based retailer’s new holiday campaign continues the “What We Value Most Shouldn’t Cost More” tagline Target rolled out earlier this year under Cara Sylvester, who was promoted to executive VP, chief marketing and digital officer earlier this year. “You’re going to see a huge focus on affordability come through our marketing campaign and our marketing spend this holiday,” said Sylvester. “Half of our marketing spend will be allocated to focusing on price and deals with our guests.” Register for Ad Age Next: CMO at AdAge.com/NextCMO. A 30-second spot that begins airing this week features diverse groups of people enjoying different holiday activities. Like the Target holiday ads of seasons past, upbeat music—this year, it’s a remake of the Temptations’ “Best of My Love”—plays in the background as a voiceover highlights reasons to shop the chain. One of those reasons, according to Sylvester, is Target’s focus on diversity and inclusion. In the anthem spot, families are seen celebrating holidays including Christmas, Hanukkah, Diwali and the Lunar New Year. While the budget for this year's campaign is on par with previous years, Target increased its investment in Black-owned and Latino-owned media by a double-digit percentage. The retailer is also including more Black-owned brands such as Black Card Revoked and Scotch & Porter in its advertising. “We are broadening our purview of how guests can see themselves in our work,” said Sylvester, noting that Target also worked with Black, Indigenous and people of color behind the camera in the campaign’s production. Spots will run in 30-, 15-, and 6-second formats in English and Spanish on media including TV, digital video and social. Target Creative worked with Mother on the creative while Essence helped with media duties. See Ad Age’s 2021 Social Commerce Guide here.• How NFTs and the Metaverse could solve supply chain issues • All the social commerce capabilities introduced in 2021 • How retail chains are using social commerce this holiday • Influencers impacted by supply chain shortages More content, ability to adjust As competitors grapple with supply chain issues, Target is well positioned for the holiday season, according to Sylvester, who noted that the retailer has been working with merchandising teams and key partners for two years to avoid inventory delays and shipping snafus. However, the chain is being careful to be flexible with its advertising in order to respond quickly should supply issues arise. “As it relates to our marketing strategy, we do have an increase in content this year,” she said. “That is a flexibility and agility muscle—we are working with enterprise partners, having the conversations, and able to adjust messaging as need be throughout the holiday season.” Target will lean into digital channels and use its app and site and pivot if necessary. The company is having another blockbuster sales year. Target's second-quarter sales rose more than 9% to $24.8 billion and same-store sales were up nearly 9%. The retailer will report third-quarter earnings later this month. Register for Ad Age Next: CMO at AdAge.com/NextCMO.

Here’s what Target has planned this holiday season

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