Target Touts Vinyl Records for the Holidays
Target is responding to the resurrected popularity of vinyl records by showcasing a new private label turntable and an expanded vinyl assortment in time for the holiday season.
Available in stores and on target.com, Target's two-speed turntable uses Bluetooth technology to wirelessly connect to speakers. It rolled out under Target's new electronics private label, Heyday, priced at $99.99.
The retailer employed a Dec. 6 "A Bullseye View" blog post to tout the turntable as well as its assortment of vinyl records. "Over the last two years, our vinyl sales have grown by triple digits as we’ve expanded our assortment to all stores this fall," the retailer stated in the post.
Target also has teamed with artists such as Pink and Christina Aguilera to stock exclusive vinyl-versions of their respective recent albums, and created a vinyl-centric page within target.com containing display ads directing shoppers to pages grouping:
- "the coolest vinyl gifts,"
- exclusive records,
- vinyl storage solutions,
- turntables, and
- new and upcoming record releases.
The page also lets shoppers browse by price (under $20, under $30 or over $30) and lists available records.
Target's focus on vinyl is in response to the rising consumer demand for the music medium. U.S. retail sales of vinyl records grew for the 12th straight year in 2017, according to Nielsen, accounting for 14% of all physical album sales. Another Nielsen report from 2015 found vinyl album sales had grown 260% since 2009, according to the Chicago Sun-Times.
For more on Target, visit P2PI.org. Path to Purchase Institute members have access to more than 6,500 images and 1,170 articles of marketing and merchandising activity at Target, along with a full Retailer Profile outlining the chain’s operations and strategies.