Target Re-Gifts Its Black Friday ‘Christmas Champ’ Campaign


With Black Friday just a week away, a new survey shows that retailer optimism about sales growth is lower this year than in 2010. Heavy discounts are expected to rule the day as many retailers move their Black Friday operations to Thursday in a dismal zero sum game sales spiral.

One way for retailers to save a little money in a potentially grim holiday shopping season? Regift![more]

To pitch its 2011 two-day Black Friday sales event, Target has rolled out a collection of “tips” from its effervescent, slightly off-kilter shopping maven.

Promoted as their @ChristmasChamp on Twitter, the manic Black Friday sales lover (brilliant portrayed by comedian Maria Bamford) was Target’s secret weapon that drove the store’s 2009 Black Friday sales to its biggest ever levels despite a grim holiday shopping environment. Bamford was so popular that Target brought her back in 2010.

And so here we are again in 2011 and Target is again turning to Bamford. But the ads the retailer is running are the same as last year. Spots with the themes “reverse psychology,” “drafting” and “visualize your path,” all used in 2010, were just re-uploaded on Target’s YouTube channel for 2011. Spots are running on TV as well.

While the industry nervously twiddles its thumbs waiting to see what happens, Target has less to fret over than others. The nation’s second-largest retailer reported a Q3 same store Net profit increase of 3.7 percent. “we feel very confident about our holiday-season marketing and merchandising plans,” said CEO Gregg Steinhafel.

Target’s holiday selling season, by the way, will be the last with CFO Doug Scovanner, who has held that position with the brand since 1994.

We kid, but Target’s regifting of its popular, two-year-old campaign is nothing to laugh at if it’s working. Indeed, if a brand runs a holiday ad enough years in a row, it can become iconic.