Target doubles down on grocery for the holidays

The leaves have yet turn, but Target on Tuesday unveiled its holiday plans, saying it will debut hundreds of new private-label food and beverage items, starting at $2, as it seeks to hire 100,000 seasonal workers.

The Minneapolis-based retailer also said it is bringing back its partnership with British retailer Marks & Spencer, selling an expanded assortment of gourmet food and beverage gifts, half of which are priced under $10.

Target also announced plans to add more than 27,000 drive-up stalls for pick-up orders, an offering that has recently been expanded to give shoppers the ability to make returns or order from Starbucks without going into the store.

With an eye on value-focused messaging, Target is bringing back both Target Circle Week and its Deal of the Day program. Target Circle Week, which takes place Oct. 1-7, offers up to 40% off on everyday essentials, seasonal items, gifts and more for members of the retailer’s rewards program. Target Circle members can also take advantage of exclusive daily discounts from Oct. 1 to Dec. 24.

“We’ll have great deals every day, on top of our everyday low prices,” Target Chief Growth Officer Christina Hennington said in a statement. “And between our only-at-Target exclusives, robust assortment of owned and national brands, new partnerships and industry-leading fulfillment services, Target is making it easier than ever for our guests to embrace the joy of the season.”

Half of Target’s seasonal food and beverage assortment is priced under $5, the retailer said, including popular items like Favorite Day Christmas Tree Shaped Bark and Favorite Day Mint Hot Cocoa Spoons.

Across all departments, Target said it will be rolling out 10,000 new items from its owned brands, as well as national brands.

The retailer will launch a new kitchenware private label, Figmint, scheduled to debut online and in stores on Sunday. The assortment features more than 250 items, including a "display-worthy" ceramic mixing bowl set and enameled cookware. Prices start at $3 and half of the products are under $10. 

Target, which also sought 100,000 seasonal workers last year, said it has established an On Demand team of 45,000 employees who have the option to pick up shifts on an as-desired basis.

It’s an especially important holiday season for Target, which has faced a variety of recent struggles, including widespread retail theft and a cash-strapped consumer who is avoiding higher-margin discretionary purchases.

Target last month posted its first quarterly drop in earnings in six years and lowered its sales forecast for the rest of 2023, though it said food-and-beverage sales grew in the low single digits during the second quarter. Overall comparable sales fell 5.4% during the period.