After strong sales in November and December, the retail giant has already decided to keep its doors closed on Thanksgiving Day 2021.
Target stores opened their doors on Thanksgiving Day beginning in 2012. In order to compete with other nationwide retailers, the decision was easy. Though 2020 posed its own unique blend of challenges, Target responded by altering its store experience, online fulfillment, and holiday schedule. The stores were closed on Thanksgiving 2020, and they decided to do just that on Thanksgiving Day 2021.
In a release providing an update on holiday sales, Target celebrated a sales increase in November and December 2021 of 17.2 percent over the same months in 2020. Drive-up order fulfillment grew more than 500 percent, and Shipt (Target's local order delivery service) grew by 200 percent.
"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," says Safe, Easy, and Full of Joy, Target.
In order to keep customers safe, reduce crowds, and sustain sales throughout the holiday season of 2020, Target's leaders implemented a new approach to Black Friday. Instead of offering deep discounts on popular items the day after Thanksgiving, Target offered Black Friday deals throughout the holiday season. As customers were attempting to navigate the rotating sales, Target offered price matches for items offered at a deeper discount before December 25.
Customers provided feedback to the retail chain. Not only do sales reflect customer satisfaction, but the voices of customers were also heard in favor of the Black Friday sales approach and the brick-and-mortar stores closing on Thanksgiving Day. Customers and staff were able to spend more time celebrating the holiday safely.
What do you think about Target stores being closed again on Thanksgiving 2021? Should other retailers follow their lead? Share your opinion in the comments below.