Target Takes Liberties with Black Friday

Target kicked off Black Friday earlier than in previous years by opening doors at midnight for its annual “2-Day Sale.”The retailer previewed the sale's discounts on its website and Facebook page earlier in November, and in an extra 32-page newspaper circular that dropped on Thanksgiving Day. Consumers could also text the retailer beginning Nov. 21 to access additional offers not featured in the circular. Emails supported.Online video and TV spots again starred comedian Maria Bamford as Target’s ultimate Black Friday shopper. (See video below.) Circular features supported.Shoppers who dressed up as Bamford’s crazed character while waiting in line on Thanksgiving night could upload photos of themselves to Target’s Twitter account to enter a contest. Fifty entrants earned $500 store gift cards.Target's seasonal increase in Twitter activity also included a dedicated account for the ultimate shopper and another one for “A Bullseye View,” the online magazine that the retailer launched last September. The latter broadcast real-time news and updates from Target stores beginning Thanksgiving night and continuing through Black Friday.Target also staged a sweepstakes on Facebook to build anticipation for the 2-Day Sale. The sweeps awarded 25 store gift cards worth $25 daily from Nov. 6-22. The chain's fans also could sign up to receive exclusive Cyber Monday offers via email. A carousel ad on Target's home page linked to the sweeps.The retailer also extended store hours to close later on Black Friday (as well as on Christmas Eve and the day after Christmas). It also opened stores in the Denver market for limited hours on Thanksgiving Day, a first for the chain. Denver was chosen as a test market because of the numerous SuperTarget and P-Fresh locations that it has, the company said.

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