Target's holiday ads will start later, highlight low prices


Minneapolis-based Target will wait until after the holiday to start running its holiday shopping ads.

That is, Christmas ads won't hit the airwaves until after Halloween.

As the Pioneer Press reports, last year's experiment with launching holiday ads in mid-October did not go well for the discount retailer.

Target's chief marketing officer tells Ad Age the November commercials will also promote Thanksgiving shopping more than the company has in the past. Jeff Jones also tells Ad Age this year's campaign will be Target's most "digitally enabled," with Target.com unveiling 15 new deals every day for two weeks. Jones says there will also be plenty of social media promotion through Twitter, Facebook, and Pinterest.

An Associated Press story says Target's online emphasis includes a new service allowing shoppers to order items from the website and pick them up at stores.

Minneapolis/St. Paul Business Journal reports Target also plans to emphasize its low prices, which may belie an expectation that consumers plan to spend less this year.

The company's ads through the season will use the theme My Kind of Holiday and will use that hash tag.

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