Target plays up value for the holiday season

NEW YORK >> From a Broadwaystyle marketing campaign to more exclusive toys, Target wants to lure shoppers during the final critical months of the year. More importantly, though, it needs to convince shoppers that it’s the place for deals.

The Minneapolis-based retailer is heading into holidays a little bruised after seeing drops in customer traffic and a key revenue measure, and acknowledging that it didn’t push the second part of its “Expect More, Pay Less” slogan. It hopes emphasizing value and some of the promotions that have worked in the past will win back customers.

Since becoming CEO two years ago, Brian Cornell has been trying to reinvigorate Target’s cheapchic status and focusing on categories like fashion, home furnishings and wellness items. But it stumbled with groceries and basics, and the trick for the holidays will be striking the right balance.

Despite the contentious presidential race, Cornell believes shoppers are more upbeat about their financial situation, given low unemployment, less-expensive foods and cheaper gas.

“I think there is a very positive mindset as we enter the holiday season,” Cornell said Tuesday. “That being the case, we think we’ve got to win through experience. We’ve got to have great product. We’ve got to make it really simple from a promotional stand point and make it easy to shop at Target.”

Here’s some of what shoppers will see: