Target opened a temporary store in New York City today, attracting dozens of shoppers lined up in the cold for a chance to snag some of the retailer’s most-popular holiday gift items. Despite this morning's freezing temperatures (I mean, freezing), I went downtown to check out the launch.
The pop-up location Target To-Go is creatively set up like an outdoor take-out dining spot, where shoppers peruse items listed on signage resembling a menu at a fast-food restaurant. Customers then order by number and take the items to go. All gifts come already wrapped.
Those waiting in line at Target To-Go -- situated at the intersection of Gansevoort and Washington Streets near the High Line entrance -- received a clipboard with a list of the available 50 items -- ranging from toys and gadgets to home decor, beauty and fashion items.
The list is intended to give shoppers an idea of what to expect when they arrive at the front of the line. The location also features product displays to showcase the items for sale.
The concept is extremely unique and should fare well during its short stint in Manhattan. Target is also opening temporary holiday pop-up shops in San Francisco and Washington, D.C.
“This holiday season, we wanted to give our urban markets a little slice of Target,” said Shawn Gensch, VP of marketing for Target. “We’re always trying to reach our guests in new and interesting ways, and Target To-Go gives time-starved city dwellers a convenient and affordable holiday shopping experience.”
The NYC iteration of Target To-Go is open to the public from Dec. 11 to Dec. 13, from 10 a.m. to 8 p.m. daily.