When it comes to consumer behavior, I am undoubtedly a marketer’s ideal customer. In more casual terms, I am a devoted Target enthusiast. Yes, I said it. Typically, I enter this beloved store with a carefully curated shopping list, but I invariably leave with an additional 27 items that I never intended to purchase. There’s no rational explanation for it; Target is my irresistible temptation.
While I normally approach shopping with a pragmatic mindset, I find myself drawn to sales and special offers. I do invest in quality wardrobe staples from higher-end retailers, but Target fills the gaps in my shopping needs and desires. The moment I step through those automatic doors, I enter a kind of “Target trance.”
Wait, all-natural linen spray for under five dollars? Do I really need it? When would I even use it? I’m uncertain. Oh, but there’s a coordinating scented hand wash as well? I already have soap, but it looks adorable and matches perfectly. Who cares about practicality? Into the cart it goes.
If it’s a collaboration with a renowned designer or features vibrant polka dots and paisleys, there’s no question—it’s mine. This applies to everything from decorative candles to colorful kitchenware. On rare occasions, I might bypass an item, only to remember it the next day during a hectic schedule filled with conference calls and meetings.
It’s remarkable how infrequently I leave Target without spending at least $100. I might go in for shoelaces and soy milk, yet come out with a cart full of purchases totaling nearly $97. Greek yogurt priced at $2.29? My mother and grandmother would definitely have something to say about that. But at this point, my car is parked, and I have 30 minutes to spare before I need to pick up my daughter from practice, so why not add it to the haul?
I have friends who have instituted “Target diets.” They avoid the store altogether—some even for months! As I navigate the aisles, uniquely designed with female consumers in mind, it doesn’t dawn on me until it’s too late that all these items are adding up. It’s not until I stand in the checkout line, shamelessly placing my purchases in order and tossing a pack of pink gum on top, that the youthful cashier, who looks barely out of school, delivers the reality check. “That’ll be $127, ma’am.”
What the…?
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In summary, shopping at Target can often lead to unexpected splurges and impulse buys, transforming a simple errand into an overwhelming experience of retail therapy.
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