Shop Talk

Retailers, consumers and prices

Target pops up, but this time with a focus on price

December 3, 2009

tgt1Target is a big fan of the pop up store, setting up miniature versions of itself for a few days so shoppers can buy its wares, often in cities where it does not have a large presence.

A year ago, right before the financial storm hit Wall Street in September, it set up “Bullseye Bodegas” in Manhattan, where it showcased exclusive merchandise by 22 designers.

This year for the holidays, Target will open 3 Target To-Go stores Dec 11-13 in New York City, San Francisco and Washington, D.C.  They will offer 50 “wallet-friendly gifts” like toys, home decor, beauty and fashion. Target’s fashions from Rodarte will also be sold in the pop up stores a week before the collection hits its stores nationwide on Dec. 20.

“This holiday, we wanted to give our urban markets a little slice of Target,” said Shawn Gensch, vice president of marketing. ”Target To-Go gives time-starved city dwellers a joyful, convenient and affordable holiday shopping experience.”

With budget-conscious shoppers appearing to be the only ones who exist this holiday season (resulting in retailers seeing a weak start to the holiday shopping rush), touting “wallet-friendly” gifts over unique merchandise by 22 designers might be a better way to win sales this Christmas.

(Photo: Reuters)

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