Retail Chains - At Target.com Christmas bargains come in July

Target.com this Friday is offering what it calls web-only “Back in Black Friday” specials that feature an average of 40% off more than 500 items.

Mark Brohan

Research Director

Target Corp. is taking a page from its online Christmas shopping playbook and putting it to work to drum up mid-summer sales.

Each November Target.com, No. 21 in the Internet Retailer Top 500 Guide, and most other online retailers load up on special deals and exclusive offers to lure online holiday shoppers on the Friday after Thanksgiving, also referred to as Black Friday, and the Monday after the Thanksgiving weekend, often called Cyber Monday.

Now Target.com this Friday is offering what it calls “Back in Black Friday” specials for a 12-hour shopping window that begins at midnight Pacific time and ends 12 hours later.

The web-only special will feature deals on more than 500 items in categories such as apparel, electronics, toys, housewares, movies, music and books at an average of 40% off the regular price, says Target. Deals include 42% off a Philips Blu-Ray Disc player normally priced at $99.99, 25% off adult bedding collections that typically range from $14.99 to $52.49, and 50% off a $25 Wii 9-in-1 Sports Pack.

“With our first-ever Back in Black Friday, guests will find incredible bargains before the holiday season with the added convenience of online shopping," says Target.com president Steve Eastman.

July is typically the most neglected month of the year when it comes to retail incentives since most merchants are focused on the back-to-school and holiday seasons that are just around the corner. I like to compare it to summer television – the quality of programming is generally second-rate compared to the shows for fall, winter and spring seasons. The "Christmas in July" concept definitely makes sense, but retailers should be careful as to how they execute their programs. Most of the promotions being pushed out now offer short one-day sales with awkward restrictions (from midnight to Noon) which can make consumers feel a bit cheated. Instead, retailers should focus on creating compelling offers that are easy for consumers to use. Also, why not spread the deals throughout the week or month? -- Christian Gordun (CEO of Coupon Craze)

Comments | 1 Response

CouponCraze
wrote:
July 26, 2010, 3:33 PM

July is typically the most neglected month of the year when it comes to retail incentives since most merchants are focused on the back-to-school and holiday seasons that are just around the corner. I like to compare it to summer television – the quality of programming is generally second-rate compared to the shows for fall, winter and spring seasons. The "Christmas in July" concept definitely makes sense, but retailers should be careful as to how they execute their programs. Most of the promotions being pushed out now offer short one-day sales with awkward restrictions (from midnight to Noon) which can make consumers feel a bit cheated. Instead, retailers should focus on creating compelling offers that are easy for consumers to use. Also, why not spread the deals throughout the week or month? -- Christian Gordun (CEO of Coupon Craze)