Target increasing its holiday 2020 ad spend despite the pandemic

It’s that time of year again – there’s a chill in the air, people are stringing up holiday decorations, and major retailers are making their annual holiday shopping push. 2020 is unlike any year marketers have faced before, but for Target – which has the third largest retail customer base in the US behind Amazon and Walmart, according to Interpret data – this year’s unusual circumstances represent an opportunity to connect with consumers who are spending much more time at home with their families.

A new campaign, as described by Adweek, features 10 different ad spots running across broadcast TV, streaming platforms and digital that all focus on the central theme of togetherness and celebrating the holidays from home. And true to life, each group of friends or family in the ads lives together or has been isolating together in the real world, which only serves to emphasize Target’s key messaging. “Our marketing campaign is all about inspiring guests to celebrate the beauty in simple moments of joy at home,” says Rick Gomez, chief marketing, digital and strategy officer at Target.

While national TV advertising has been in decline during the pandemic, Target has opted to increase its ad spending leading up to the holiday shopping season. The retailer’s Black Friday deals have also been extended throughout the entire holiday season to lure shoppers and better compete with both Amazon and Walmart.

The good news for Target is that its customers tend to be slightly younger, and importantly, have more disposable income. According to Interpret’s New Media Measure®, 43% of Target’s customers in the US have a household income between $50K and $125K, putting it ahead of both Amazon and Walmart. Similarly, 17% of Target shoppers come from households with an income of more than $125K. Target’s base is one that most retailers would be envious of.