Target is turning the holiday marathon into a series of sprints
Target is shifting its holiday retail strategy from a single long season to a series of 'micro-seasons' to maintain consumer interest. The retailer plans to refresh store layouts in November and December to keep momentum high through the final days before Christmas.
Why it matters
Retailers are increasingly using data-driven seasonal strategies to combat the 'holiday fatigue' that often leads to late-season sales slumps.
The early holiday section at Target's recently revamped SoHo store. Dominick Reuter/Business Insider The holiday shopping season keeps starting earlier and earlier. Target has struggled in recent years to keep the momentum going to the end. This year's strategy leans harder into the micro-season trend, with a big push in the home stretch. The holiday shopping season keeps creeping earlier on the calendar, and that head start can come at the expense of the final stretch. After weeks of crowds, big-box stores in the week before Christmas can be left with picked-over shelves. This year, as part of CEO Michael Fiddelke's turnaround effort , Target is shifting from a marathon mentality to a series of sprints intended to help the retailer finish strong.
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