Updated: Oct. 9, 2023
Originally Published: March 29, 2010
If I were to put it delicately to avoid embarrassing my grandmother, I’d say I’m the ideal customer for marketers. But let’s be honest—I’m a Target aficionado.
Yes, I admitted it. I walk into this store, armed with a well-prepared list, only to emerge with 27 extra items I didn’t plan on purchasing. It defies all logic; Target is my guilty pleasure. Although I usually take a sensible approach to shopping—savoring sales while still splurging on “investment pieces” like designer shoes and tailored suits—Target fills in all the gaps. The moment I step through those automatic doors, I’m entranced.
Do I really need that all-natural linen spray for under five bucks? Who knows when I’ll actually use it? But wait, there’s a matching scented hand wash too? Sure, I already have soap, but the set is so adorable. Why should I even question my need for it? It’s already in my shopping cart before I can think twice.
If it’s a collaboration with a well-known designer, features polka dots or vibrant paisleys, there’s no hesitation. I’m talking about everything from candles to colorful colanders. There are rare times I leave an item behind. Usually, I’ll turn a corner, forget about it, and then remember the next day when I’m swamped with meetings.
I can count on one hand the times I’ve exited Target without spending at least $100. I go in for shoelaces and soy milk and walk out with a cart full of goodies totaling $97. Greek yogurt for $2.29? My mom and grandmother would scold me for that, but I’m already there, the car is parked, and I have 30 minutes to spare before picking up my daughter from practice. Might as well toss it in!
I know friends who have to go on “Target diets.” They’ve sworn off the store for months—months! As I navigate through the whimsically arranged aisles, cleverly marketed to women, I often don’t realize how quickly it all adds up. It’s not until I’m standing in line, shamelessly sorting my purchases and throwing a pack of gum on top (because it’s pink), that the young cashier hits me with the total: “That’ll be $127, ma’am.”
What the…?
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In summary, Target and I have a complicated yet delightful relationship. I may walk in with a plan, but I often leave with a cart full of unexpected treasures—proof that sometimes, the best shopping experiences are the ones that surprise us the most.