Target Gets All Awkward About Christmas (There Yet)

You know Target, right? That big box store that's hip? The one everyone pronounces as if it were some kind of French lingerie store? The one that likes to target the female target? The one that likes to associate big assed babes shakin' ass with little girl's back packs?

Got that mental picture yet? Now open your eyes and watch these three new commercials which focus on the retailer's low prices. They're marginally witty in that 20-something copywriter sort of way. They poke fun at a doofus who'd never find himself on a a date with a girl this cute. They highlight those awkward Christmas moments when finances interfere with the spirit of the day. They make it perfectly OK to adorn your house with lights like this guy does.

Price is always important but focusing on in strips away some of the brand's cache. What do you think?

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Comment by Alice Wessendorf on December 7, 2009 at 3:10pm: I agree it is a delicate balance. But I think Target has made the right choice focusing in on the second half of their long time "Expect more, pay less" slogan right now.

Like many retailers their numbers were in free fall in this recession and their super-fast response to this has their stock rebounding and them finishing a quarter at higher than projected. Although the "pay less" has long been a part of the Target slogan most, me included, have always felt that their prices were a bit higher than their main competition. I like many, however, was willing to pay a bit more for the Target experience. But cash-stripped hipster couples suddenly on a budget don't feel they can afford the extra right now.

Target is keeping itself a player by emphasizing you can still have the Target experience, but not have to pay extra for it.