Consumer Industry Reports

Target likely to spend $50mn more to tide December shopping rush


Holidays are rush season for stores when shoppers flock to grab exciting deals, they scour the net for pretty Cyber Monday snips or Black Friday deals and then a break is taken prior to rushing for the last-minute shopping. However, year 2019 has been proving to be a rush year due to shortage of 6 days between major holidays of Thanksgiving & Christmas. The reduction in days has made this holiday season the shortest. And it has been predicted by Target that shoppers would have to let go their December pause due to loss of time.

On Wed, Brian Cornell, CEO of Target addressed a media event in Manhattan where he stated that this holiday term would miss a weekend and because of it they were expecting a very reliable and consistent footfall of shoppers in December.

With keeping the scenario in question Target has given an update for its holiday season strategy. Cornell added that they would staff accordingly as every day is going to be counted.

Target has strategized to expend extra $50 M during the 4th quarter, on payroll, than what it did the previous year, to encounter a hike in the demand. According to the company the funds will be used to raise the figure of workers in shops during the hectic hours and to provide more overtime.

In September, Target had stated that it was considering hiring over 130K seasonal workers which is a step ahead from what its aim of 120K seasonal workers was in 2018. As per Cornell they’re on the right track of hiring workers.

Similar to previous year, this year also Target has planned to make shipping free with no requirement of min. purchase for shoppers. The deal will kick off from November1 and will run until December 21.The Company is expecting that services like delivery on same day and curbside pickup will help boost e-orders.

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