Target is accelerating its holiday strategy as Christmas approaches. Despite Christmas being more than six weeks away, decorations and festive items are already prominent in Target stores across the United States.
“Two weeks ago, this was still very much Halloween,” said Ben Kossack, store director at Target’s West Madison location in Wisconsin. As he showed Business Insider around, he noted how the store had transitioned to Christmas decorations while remaining relevant to the current season.
Previously, Target teams had only a short time to transition stores for Thanksgiving and Christmas. Now, a phased approach is used. Halloween and Christmas items are displayed simultaneously, keeping options open for early shoppers.
Retail seasons last long, and starting early presents the risk of displays appearing stale. Target plans to maintain interest with frequent merchandise changes and displays to stay fresh.
“Typically, this item would last until Christmas,” Kossack said, indicating faux fur apparel near the entrance. “But this will change after Thanksgiving, bringing in something new.” This strategy will bring two refreshes to the space post-Halloween, which Kossack finds exciting.
Early updates have already positively impacted shoppers, despite starting early. For example, changes to displays like the Hearth and Hand private label brand capture interest.
Kossack has been hiring to ensure the store runs smoothly during this busy period. Preparing each display, such as the green chandeliers, requires significant time from his staff, highlighting the effort put into creating an appealing environment.
Kossack is enthusiastic about providing a memorable holiday experience. “If we do a good job with that as a company, and then execute it well as a store, that’s what creates that inspiring moment,” he said.