THIS WEEK IS TARGET’S LARGEST CIRCLE WEEK EVER!
Four months after announcing the relaunch of its Circle program, Target has organized its strategy and operations to bring the largest circle week ever to its shoppers! Let’s look into the numbers and find out what this means for CPGs.
Impressive Numbers and Exciting Deals
This July, Target is offering an astounding 1,317 total deals compared to 1,022 during last year’s Circle Week and an average of 650 in July. Here are some of the best deals:
- 30% off Apparel
- $30 off $100 Baby products
- 30% off Threshold and Casaluna Bath items
- BOGO 50% off Food: including Frito Lay, chilled juices, coffees, sodas, water, hot dogs, seafood, and more
Largest Categories:
- 389 Home Offers vs 165 last year
- 317 Food Offers vs 255 last year
- 281 Tech and Entertainment Offers vs 82 last year
- Target has dedicated 42 full pages of the Weekly Ad to Circle deals, marking a 100% focus on Circle savings.
Featured Deals:
- Apparel for the Family: The first 7 pages of the ad focus on top apparel deals.
- Apple: Dedicated page for Apple products.
- Circle 360: 50% off annual membership.
CPG Takeaways
New Circle is Here to Stay – Learn How to Use It!
Many CPGs have stayed quiet on Circle as the new scale caused costs to rise and ROI to drop. However, it’s clear now that Target is committed to Circle, and it will become the top way for brands to promote and drive volume at Target. If you remain quiet, you risk losing market share.
New Circle Requires Partnership with Target
Before the relaunch, vendors could run what they wanted with little oversight. This autonomy was great for strategy but resulted in lower volumes. Post-relaunch, merchants and the PPCoE are more involved in the planning process, making offer calendars a co-planning process with Target. Doing this right can hit vendor goals while driving higher scale.
Target is Using Apparel as a Hook
From my experience on the Circle team, Apparel deals are always the biggest. Shoppers love saving 30% on “Clothes for the Family.” The challenge was the high markdown bill, which Target pays 100%. Target’s dedication of significant space and financial resources showcases their commitment to the program.
Storewide Impact
Circle isn’t just for food and essentials in 2024! Many of the largest categories are non-traditional coupon businesses such as Home, Tech, and Apparel.
Request a Target Circle Market Share Report
Circle is the #1 onsite traffic driver for Target brands. Use this form to request a customized report of all Circle offers ran and see which of your competitors were the most aggressive in driving sales!
This Circle Week is shaping up to be a game-changer for both shoppers and CPGs. Don’t miss out on leveraging this incredible opportunity to drive engagement and sales. For more insights on how your brand can maximize the impact of Target Circle, get in touch with DIGITS Agency today!
Dave Glaza, Founder & CEO of DIGITS, remains committed to bringing digital capabilities to physical stores!
LinkedIn: https://www.linkedin.com/in/davidglaza/
Follow DIGITS on LinkedIn: https://www.linkedin.com/company/digits-agency/
