Target is turning the holiday marathon into a series of sprints

• The holiday shopping season keeps starting earlier and earlier.
• Target has struggled in recent years to keep the momentum going to the end.
• This year’s strategy leans harder into the micro-season trend, with a big push in the home stretch.

The holiday shopping season keeps creeping earlier on the calendar, and that head start can come at the expense of the final stretch.

After weeks of crowds, big-box stores in the week before Christmas can be left with picked-over shelves. This year, as part of CEO Michael Fiddelke’s turnaround effort, Target is shifting from a marathon mentality to a series of sprints intended to help the retailer finish strong.

Target’s US stores will kick off the holiday season with a major reset in the first week of November, followed by another overhaul in the first week of December after Black Friday.

But the team isn’t stopping there.

For the home stretch, Target is picking up the pace with a new micro-season intended to carry the energy through the final 10 days before Christmas.

“Decorating your home is done, then you start going to gift-giving,” Target’s chief merchandising officer Cara Sylvester told reporters at a preview event in New York last week. “The entire back of the store will be transformed into what we’re calling Christmas Morning Magic.”

That means this year, instead of seeing leftover string lights and stockings in the seasonal section, Sylvester said the zone will be flooded with fresh stocking stuffers priced from $3 to $20.

Starting early and turning items over more quickly has been a successful strategy at the SoHo store, she said, as well as a flexible approach to fixtures that keep the store looking fresh through several episodes of a longer season. Now the company is looking to put that philosophy into practice nationwide this holiday.

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