Target and Kohl's lean on price, exclusives and AI for holiday push

· Retail & E-commerce · United States

Target and Kohl's are pitching affordability to budget-conscious shoppers heading into what is expected to be a difficult holiday season. Kohl's is emphasising clearer pricing, deeper discounts, gift bundles and delivery capabilities, including Uber Eats, as it courts cash-strapped customers. Target is promoting 'luxe-for-less gifting' and daily deals, alongside a bigger creator push around YouTube and TikTok, and a new holiday ad campaign starring D'Arcy Carden as 'Chief Giftologist'. Target is also deploying a digital AI assistant to help shoppers, and toys are its strongest category while apparel and home remain in turnaround. Both retailers face consumers anxious about their finances, and both see newness, convenience and price as the levers that will decide the season.

Why it matters：Holiday results at two large mass merchants will signal whether discount-led strategies can offset cautious consumer spending across U.S. retail.

Key points

  • Kohl's is adding Uber Eats delivery and gift bundles to its holiday offer
  • Target's holiday campaign features D'Arcy Carden and a larger YouTube/TikTok creator push
  • Toys are Target's strongest category as apparel and home remain in turnaround

Sources (original reporting)

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