Updated: October 9, 2023
Originally Published: March 29, 2010
In a more refined light, one might say I’m the ideal consumer for marketers. The truth, however, is that I have an undeniable affinity for Target. Yes, I admit it. I often enter the store with a specific list, yet somehow manage to leave with an additional 27 items I never intended to purchase. My logic escapes me; Target is my guilty pleasure.
Typically, I approach shopping with a level head. I am drawn to sales, yet I also invest in quality wardrobe staples, such as elegant suits and stylish shoes from upscale retailers. However, Target fills the gaps with its diverse offerings. The moment I step through those automatic doors, I find myself under Target’s spell.
Consider this: all-natural linen spray priced under five dollars. Do I really need it? When would I even use it? Not sure, but wait—there’s a matching hand wash? I already have soap, but it’s adorable and coordinates perfectly. Why waste time thinking about necessity? Into the cart it goes.
If it’s a designer collaboration with Target, adorned with polka dots or vibrant paisleys, I’m sold. This includes everything from decorative candles to colorful colanders. There are rare instances when I manage to walk past an item without purchasing it, but inevitably, I remember it later, often at the most inconvenient times.
I can count on one hand the number of times I’ve left Target without spending at least $100. I might enter for shoelaces and soy milk, but I end up with a cart full of items costing $97. A carton of Greek yogurt for $2.29? My family would certainly disapprove. Yet, the car is parked, I have 30 minutes before I need to pick up my child from practice, so why not just add it to my haul?
Some of my friends have adopted “Target diets” to avoid the store entirely—months without stepping foot inside! As I navigate through the creatively designed aisles tailored for women, I often fail to realize the accumulating costs of my selections. It’s only when I reach the checkout line, arranging my purchases—perhaps adding a pack of pink gum for good measure—that the youthful cashier informs me of the total. “That’ll be $127, ma’am.” What just happened?
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In summary, my relationship with Target reveals the complexities of consumer behavior and how even the most practical shopper can be swept away in the retail experience. Target’s allure is undeniable, often leading to unplanned purchases that defy logic and reason.