Target Pushes Out Free Shipping Deadline, Expands Promo Activity

Retailer Target will continue to offer free shipping into January, in tandem with what Reuters reports said are “more deal-driven promotions” through the holiday shopping season.

The dual push on the shipping and the promotions is one that comes as an effort to turn around what the newswire has termed a “lackluster year” for the firm. Target has said that same-store sakes are likely to be flat or a bit lower in the back half of 2016, with shoppers opting to buy relatively larger-ticket items online during that time span, turning away from smaller and discretionary items that are the hallmark of shopping at Target.

There may be tailwinds in the offing, as the company has said it expects consumer spending to be strong next month and into the end of the year, unimpeded by the final weeks and the aftermath of the presidential election. Target Chief Executive Officer Brian Cornell told reporters Tuesday (Oct. 25): “We are looking at very low unemployment, fuel prices remain low, the commodity pressure on food is down.” He added that “the overall approach for the consumer is going to be positive this season.”

The free shipping offer thus gets pushed out several days to Jan. 1 from Dec. 25 and has been an engine pushing online sales growth in a competitive eCommerce market. Other initiatives include expanded television advertising, with efforts to bring in more Hispanic shoppers.