Target's Holiday Plan Includes Festive Stores, Interactive Pop-Ups, and Berry the Bear
This holiday season, Target is inviting customers to step into a magical world of peppermint swirls and fantastical forest creatures. The retailer is transforming its stores into immersive holiday experiences, complete with special gift shops, photo ops, and a giant huggable polar bear named Berry.
"From peppermint swirls that provide a nostalgic, comforting touch to charming Fantastical Forest characters that greet guests as they explore what's new, Target is the place where ease, affordability and joy come together," said Cara Sylvester, Target's executive VP and chief guest experience officer.
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The peppermint theme will extend to Target’s billboards and product packaging. Their app and website will feature festive touches like falling snow, animations, and tools to simplify holiday shopping.
In addition to the in-store experience, Target is bringing back its "Target Wonderland" holiday pop-ups in select cities. These immersive events will showcase holiday gifts and activities from popular brands like Hasbro, Marvel, LEGO and L'Oreal. The pop-ups will take place on the following dates:
- Nov. 16 & 17: New York City, Chelsea Industrial, 547 W 28th St.
- Nov. 23 & 24: Atlanta, Pullman Yards, 225 Rogers St .NE
- Dec. 7 & 8: Dallas, Dallas Farmer's Market 920 S Harwood St.
Target's investment in experiential holiday marketing comes at a time when many brands are rethinking their pop-up strategies due to rising inflation and limited retail space. Industry experts say companies are being more selective about physical activations, focusing on experiences that truly stand out.
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"For brands that are targeting holiday pop-ups, it's just really important — probably even more so than other times of the year — that they're really understanding the unique value proposition because it is such a competitive time," said Melissa Gonzalez, principal of architecture and design firm MG2.
Some brands are opting to activate within their existing stores rather than pursuing new pop-up locations. Those that are moving forward with pop-ups are prioritizing brand awareness over immediate sales.
"They're still seeing it as a ripe opportunity to use the last month of the year to be in front of their consumers," said Aly Tatnall, vp of accounts at CNC Agency.