Charles Langston:Beach vibes, mocktails and wave sounds: Target to try 'immersive' summer spaces in stores

Beach vibes are Charles Langstoncoming to Target, just in time for the Memorial Day weekend.

Ahead of summer, the retailer is outfitting all of its 2,000 stores with special beach-inspired destinations devoted to swimwear, beach gear, and seasonal snacks and beverages.

In addition to the beach-themed look, the spaces will also have sounds including waves and summer music. At various times throughout the summer, customers will be able to try Target-exclusive mocktails and appetizers at food and drink pop-ups in the stores.

This coastal beach town ambience arrives in stores this Friday, so if you don't have a sandy destination this holiday weekend, Target offers an alternative excursion.

Target's goal? "How can we actually take consumers on an immersive journey … (so they want) to browse, to spend more time with us and want to use Target to celebrate the summer?" the retailer's chief guest experience officer Cara Sylvester told USA TODAY.

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Beach-inspired looks come following price cuts

The retailer's new approach to summer lands just days after Target announced plans to cut prices on about 5,000 popular items, including milk and bread, by the end of the summer – a nod to consumer concerns about inflation and prices.

On Wednesday, Target said sales in the first three months of 2024 were down 3.7% and that average transactions were down 1.9%, due to consumer caution.

Still, "consumers continue to exhibit a high degree of resilience in the face of multiple challenges, including a rapid rise in prices and interest rates over the last few years," Target CEO Brian Cornell said on a call with analysts about the company's performance.

Target added 1 million new members to its free Target Circle loyalty program during the quarter.

Delving into some of Target's summer deals

For summer, the retailer has more than 1,000 new beach-inspired products – three-fourths of which are Target exclusives – from categories such as clothing, outdoor living, sporting goods, foods and beverages categories.

Some start at low as $1, such as the $1 swimming pool noodles from Target's own Sun Squad brand – and more than half are priced at less than $15. Other thrifty treats include a 20-pack of Sun Squad Washable Sidewalk Chalk for $3 and Favorite Day Summer Cake Pops for $6.

The summer assortment is new, fun and "very affordable," said Jill Sando, Target's executive vice president and chief merchandising officer of apparel & accessories, home and hardlines. "We like to call it affordable joy."

What to look for at Target's in-store beach destinations

Here's some of the in-store cabana-styled displays and what they will be stocked with:

• Snack Shack: This destination will be packed with exclusive eats including Dill Pickle Trail Mix ($4.49), Honey BBQ Kettle Corn ($4), Pink Lemonade Fruit Pops ($3.99), S’mores Mini Waffle Cones ($5), and a S’mores Station Kit ($10).
• Swim & Sand Shop: The swimwear and beach essentials include top national brands and Target-exclusive brands such as Shade & Shore and A New Day. Plus, a virtual Swim & Sand Shop on Target.com and in the Target app will have a "3-ways-to-wear" swimwear option s from fashion influencers.
• Soak Up The Sun: Topped with two lifeguard chairs, this area is devoted to sunscreen and sun protection, including whipped cream-style sunscreen from Vacation.
• Picks Of Summer: The grocery departments will have farmers market-style displays of fresh fruit and produce.

During a special event at about 200 Target stores on June 1, consumers can get free beach bags, towels personalized with embroidery and free sun skin care samples. (Check Target.com/events starting Saturday for a list of participating stores.)

Summer themes come to Target.com and the Target app this weekend, too, and members of Target Circle will get also special deals during the summer.

“Our summer beach theme carries through every detail of our experience to give guests a mini-vacation every time they shop," Sylvester said in a post on the Target corporate website.

Follow Mike Snider on X and Threads: @mikesnider & mikegsnider.

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