Target has announced it will be adding $50 million in payroll spending compared to last year to ensure it has more staff on hand during peak holiday hours.
CEO Brian Cornell made the announcement on Wednesday, with the move taken as retailers head towards the holidays knowing there is one fewer weekend between Thanksgiving and Christmas than last year owing to this year's late Thanksgiving.
The company will use the money to put more staff members in stores at peak times, such as nights and weekends, and also double the number working in its fulfillment services for online orders.
"This season, we’re making our biggest investment in holiday payroll to ensure our team members will be ready to assist our guests when they are shopping most," Cornell said.
"Coupled with the tremendous response we’re seeing to Target Circle, our suite of same-day delivery services and compelling assortment, I’m confident Target will be America’s favorite place to shop this holiday and beyond."
The retailer launched its new loyalty program, Target Circle, earlier this month, giving customers 1 percent off all shopping without having to sign up for a Redcard.
Since then, Target says it's had 25 million signups, and these shoppers will also get early access to Target's Black Friday doorbuster deals.
Rival Best Buy announced earlier this week it would be offering free next-day delivery during the holiday season with no minimum purchase, with the exception of some of its bulky items.
While Target isn't guaranteeing next-day delivery, it has said online orders will have free shipping between Nov. 1 and Dec. 21 with no minimum purchase required, and that orders will arrive "as early as the next day."