Target's highly-publicised Black Friday giveaway has backfired spectacularly, leaving legions of cold and frustrated customers venting their anger online. The event, intended to draw crowds and generate goodwill, instead highlighted the deepening challenges facing the struggling US retail behemoth.
Frigid Queues for Meagre Rewards
In the early hours of November 28, just after Thanksgiving, dedicated shoppers lined up outside nearly 2,000 Target stores across the United States. They braved bitterly cold conditions, with temperatures plunging to 16 degrees Fahrenheit in Minneapolis, 23 in Chicago, 25 in Seattle, and 33 in New York City.
Their goal was one of the limited silver totes, promised to the first ten visitors at each location, containing "home prizes ranging from $99 to $350." The next 90 people in line were offered smaller consolation gifts. However, as social media posts reveal, the reality failed to match the hype for many.
One disgruntled TikToker filmed themselves unpacking a disappointing haul, stating, "I feel like I got nothing," while revealing items like a pack of Uno cards, electrolytes, candy, lip gloss, and travel-sized shampoo. "This is so sad," they added. While a handful of customers won high-value items like Beats headphones or Ninja appliances, the overall sentiment was one of letdown.
A Retail Giant in Crisis
The promotional misfire is the latest in a series of setbacks for Target. Independent analysts confirm the company is in dire need of a strategic win. Neil Saunders, a retail expert at GlobalData, stated bluntly, "Target is still slipping. They need a complete overhaul of operations and culture to get back on track."
Target's troubles have been mounting throughout 2024. Its image as a slightly more upmarket discounter has clashed with consumers' intensified focus on value amid persistent inflationary pressures. Furthermore, the retailer has found itself embroiled in political controversies, alienating shoppers on both the left and the right.
The consequences are severe and measurable:
- Customer foot traffic has slowed significantly.
- Profits are lagging behind expectations.
- Internal staff frustrations are rising.
- The company's stock price has plummeted almost 34 percent since January.
All Eyes on the New Leadership
This immense pressure now falls to incoming CEO Michael Fiddelke, a company veteran of two decades. He is set to take the reins from Brian Cornell on February 1, following Cornell's 11-year tenure.
Fiddelke's monumental task will be to resurrect Target's core identity as a destination for affordable, stylish goods and reliable holiday execution—a market position that competitors like Walmart have aggressively captured. The social media fury over the Black Friday giveaway suggests his in-tray is already overflowing. Target declined to comment when approached by the Daily Mail.
As one shopper summarised on Reddit, capturing the mood of many: "If they're trying to get people in for Black Friday, at least make an effort. People give out more at Halloween than Target did."
