The news: The holiday season is a marathon for retailers, and Target and Walmart are breaking it into shorter, more manageable stretches. Both retailers are creating distinct shopping events throughout November and December to capture consumers’ attention and keep them coming back.

• Walmart announced three events: Early Black Friday Deals (November 12–15 for Walmart+ members and November 13–15 for all shoppers); Black Friday (November 23–29 for Walmart+ members and November 24–29 for all shoppers); and Cyber Monday (November 30–December 2, online only).
• Target will refresh its merchandise three times throughout the season: the first week of November, the first week of December, and the final 10 days before Christmas, per Business Insider.

The strategy: Consumers face a barrage of sales messages throughout the final two months of the year, and when every day is a sales event, no day stands out. That’s why retailers need to find fresh ways to stand out and give shoppers reasons to spend.

Walmart is using Early Black Friday and Black Friday to drive Walmart+ memberships, offering members exclusive access to select online deals during the first 24 hours of each event. That strategy aligns with shoppers’ priorities: 45% say larger discounts would prompt them to make a holiday purchase, while 19% say early access to a sale would encourage them to spend, per a Cordial consumer survey.

Target is betting that frequent merchandise refreshes will give shoppers reasons to return throughout the season, with items such as home decor early on and fresh stocking stuffers in the final stretch.

Implications for retail: Our forthcoming holiday spending forecast revision projects 5.3% growth over the final two months of the year, but consumers are likely to remain selective about where and when they spend. Retailers will need more than a steady drumbeat of discounts to compete for the timing and frequency of those shopping trips. Distinct promotions, compelling merchandise, and membership perks like early access to discounts can create a sense of urgency, encourage repeat visits, and win a larger share of consumers’ holiday budgets.