Throughout 2020, as Target teams worked nimbly to meet guests’ changing needs, we were also preparing for a holiday season unlike any before. Guests looked to us for ways to make each moment meaningful as they celebrated safely—and we were ready to help them find the joy.
To do it, we completely reinvented our approach to the busiest shopping season of the year, with a focus on making every experience easy, convenient and safe. Our resilient team members used all they’d learned in 2020 to bring those experiences to life—and our results show those efforts resonated.
Today, we shared a look at Target’s strong performance throughout November and December—including tremendous growth in our same-day services and strength across our core product categories as guests got more out of each shopping trip, saving millions along the way. In fact, guests loved our new approach so much that we’ve already decided to carry one change forward (and we’re telling you here first): Our Target stores will be closed all day on Thanksgiving Day 2021. Read on for more on that—and how we made an uncertain season brighter for our guests.
Same-day pickup and delivery became essential services
Sales on our industry-leading contactless same-day services—Drive Up, Order Pickup and Shipt—grew a combined 193% as more guests made them a part of their routine and leaned on them for holiday must-haves. Millions of guests tried these services for the first time in November and December, and came back for more in record-breaking numbers, especially in the weeks leading up to Christmas.
We served up hot deals all season long
With safety top-of-mind, we took a completely new approach to Black Friday, offering big savings throughout the entire season and enhancing our Price Match Policy to provide guests with the ultimate assurance that they could count on Target for the best deals, regardless of when or how they chose to shop. We also closed our stores on Thanksgiving Day in order to minimize crowds and help our guests take the stress out of getting the best deals of the season. The response was so positive that we’ll carry it forward this year, keeping our Target stores closed all day long on Thanksgiving Day. This is just one example of how our evolving strategy is meeting the needs of our business and our guests.
Another proud moment? We welcomed 3.3 million new guests to our Target Circle loyalty program in order to earn extra rewards.
It all led to strong sales in both our stores and our digital channels, which outpaced the market and surpassed previous site traffic records as we welcomed millions of new guests.
Target stores were at the center of the action
Our nearly 1,900 stores across the U.S. act as “hubs” that serve guests in person, through same-day delivery services and by shipping online orders directly to their doors. And with three-quarters of Americans living within 10 miles of a Target store, that added convenience and ease this holiday season. It takes the entire team to support this work, from our stores and supply chain to technology, merchandising, marketing, guest services and more.
Guests shopped more, and got more of what they loved in one stop
From baking in the kitchen to posing in matching jammies for holiday photos, families spent more of the season at home. And Target curated a special assortment with everything they needed—holiday gifts and toys, foods, apparel, décor and essentials—to make the most of their time together, all at great value. This gave guests the chance to shop with us more often and check more off their list each shopping trip, which helped us gain significant market share across the business.
Some top holiday sellers? Family sleepwear sets (we sold a pair nearly every second), Christmas tree ornaments (guests bought enough to decorate 120,834 trees) and nearly 2 million of our popular Wondershop gingerbread houses.