Target makes holiday changes to add an edge over Walmart, Costco

Target has taken a few hits to the stomach in recent months. The popular retail chain found itself under attack by right-wing shoppers who objected to its sale of Pride Month merchandise. 

Those who chose to boycott the chain ignored that its key brick-and-mortar rival, Walmart (WMT) - Get Free Report, also sells Pride merchandise. Target's actions, perhaps because of its past support for transgender people using the bathroom of the gender they identify has made the company a literal target while the more conservative perception of Walmart gave it a free pass.

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It's hard to understand, but the retailer has seen a real impact on its sales. The chain saw a 4.9% comparable store sales drop in the most recent quarter. The boycott efforts may have very little to do with that as many retailers have reported cautious customers pulling back on big-ticket purchases, but it's fair to say Target (TGT) - Get Free Report has not had an easy year.    

CEO Brian Cornell, however, has not lost faith in the brand's strength and has kept his eye on winning the war and not just battles along the way.

"We're playing the long game, investing in our stores, our team, our digital capabilities, and our assortment to provide the newness, value, and convenience our guests want for this holiday season and beyond. At the heart of it all is our focus on being our guests' happy place and delivering the joyful shopping experience that makes Target, Target," he said during the chain's third-quarter earnings call. 

Now, as we enter the last weeks of the holiday shopping season, Target has made some major moves in an attempt to make shopping at its stores more convenient than going to Walmart or Costco locations. 

Target extends its hours

Shopping in the last days before Christmas can become very stressful. Ordering online, even from Amazon, comes with the risk of gifts not arriving in time. 

Nobody wants to be the person who has to tell a friend or relative about the gift that will arrive at some point, so actually getting your hands on merchandise becomes more important as Christmas gets closer on the calendar.

To help relieve some stress for its customers, Target has increased the number of hours its stores will be open. 

"We’ve extended our hours for the holidays. Most stores are open 7 a.m. to midnight through Dec. 23 and from 7 a.m. until 8 p.m. local time on Dec. 24. All stores will reopen at their regular times on Dec. 26," the chain shared on its website.

The retailer is also making it easier for people to place their orders and not even have to go into a crowded store.

"Place Drive Up or Order Pickup orders online or with the Target app as late as 6 p.m. local time at most stores on Sunday, Dec. 24, and collect your items within hours," the retailer added.

And, for people who don't even have time to drive to Target, the chain has delivery options that rival Amazon and Walmart's.

"Orders placed via Target’s same-day delivery with Shipt before 4 p.m. local time on Sunday, Dec. 24, will be delivered to your doorstep in as soon as one hour," according to the retailer.

Shipt orders must be at least $35 in eligible merchandise. They are free for members of the service and $9.99 for anyone else.

Walmart and Costco have not extended their holiday hours on a national basis, but local stores may vary.

Target is focusing on value

Cornell made it clear that he's aware that his chain's customers are under financial pressure and he wants Target to be part of the solution.

"As a result, this holiday season, we're focusing on highlighting the amazing value we've always provided in our end caps, promotions, and the price points we feature in our marketing," he said.

The CEO also made it clear that value would not be the retailer's only focus. 

"I want to be crystal clear. That does not mean we're backing off on newness," he said. "...Beyond our assortment, as we work to provide a great guest experience, we've enhanced our training of retail fundamentals to our teams. This is an important shift after years of operating in an environment that was anything but normal."