Target Expands "Back-to-School Season" Marketing: Personalized Customization Activities Doubled, Multiple Measures Aim to Capture $88.8 Billion Market

This year, during the "Back to School" season, Target's personalized customization site will offer customized school and dormitory necessities, including towels, pillows, backpacks and lunch boxes decorated with embroidery, patches, etc. 

Based on the response to last year's promotion campaign, this retailer will hold personalized customization site events in nearly 500 stores, which is twice the number of stores last year. 

In addition, Target will hold 100 events targeting college students in its stores on July 26th, and 400 events celebrating back-to-school fashion from August 2nd to 3rd.

The exclusive gifts include letter-embroidered bath towels, shoelace sets and campus-themed patches. Technical demonstrations in some stores will showcase the latest Heyday headphones and selected playlists. 

According to the annual back-to-school survey conducted by the National Retail Federation (NRF), this year, dormitory or apartment furniture will be the second-largest consumption category during the "back-to-school season", with an average spending of approximately $191.39. 

Preparing for the new school year should be an exciting time for families. That's why I am fully committed to the Target team and proud of creating an interesting, fashionable and affordable experience," said Rick Gomez, Executive Vice President and Chief Commercial Officer. 

Last month, Target launched the "Back to School/Back to School" campaign, announcing that it would maintain the 2024 price level for some of the dormitory decorations and necessities provided for students about to go to college, as well as for key back-to-school items for K-12 students. 

Target's "Back-to-School" promotion includes: 

Bedding starts at just $10

Down comforters from the Room Essentials brand are $40

Lamps and table lamps start at $10

Storage solutions start at $5

Heyday tech accessories start at $10

Clothing from Target's brands such as Wild Fable, Goodfellow & Co, Universal Thread, and A New Day starts at $5 

Target has also expanded some national brands into the "Back to School/Back to School" category, including mattresses and bedding from MLily, authorized wall decorations from The Fan - Brand, and school uniforms from French Toast. 

In addition, the Studio McGee youth collection launched in February will offer printed bedding, multi-functional furniture and dormitory decorations, with an initial price of $16. In the clothing section, the collaboration series between Target and Champion will be launched in August, providing fashionable sportswear for both adults and children.