Goal has had a rocky start to the 2024 holiday shopping season, but an exclusive offer from Taylor Swift could turn things around.
The Red Dot retailer will be the only store where Swifties can get their hands on The Eras Tour Book, a celebration of the two-year pop culture event that ends December 8 in Vancouver. The book will be available in stores on Friday and through the company’s website on Saturday.
Don’t expect any Black Friday or Cyber Monday discounts either. Since Target is the exclusive seller of the Eras book, the company has no incentive to drop below the suggested price of $39.99.
Swift is self-publishing the 256-page book, giving her complete control over where it is distributed. The expectations are high. This is reported by the Wall Street Journal the first edition is 2 million copies. If it sells out in this edition, it will jump to the top of the 2024 sales charts – and be one of the best-selling books of the last six years – without the help of Amazon, Walmart or Barnes & Noble.
The Eras Tour grossed over $1 billion and set numerous records. Last year alone, 4.3 million tickets were sold for the tour more than the number Elton John sold cumulatively on his five-year farewell tour. It quickly became a film about the tour Greatest concert film of all time.
For Target, the exclusive offer couldn’t come at a better time. The retailer reported weaker-than-expected earnings last week and offered a somewhat bleak sales outlook. The chain’s sales have been weak over the past two years.
A Taylor Swift exclusivity alone won’t cure these ailments, but it will lure people into the store. And to encourage those Swiftie shoppers to stick around and buy more, Target plans to play Swift’s music in its stores on Friday.