2021 Holidaze

Target’s Holiday Marketing and Merchandising teams needed insights about 2021 Holiday shoppers to drive real-time action and long-term strategies.

I was promoted to lead this research and took an agile research approach that uncovered “why” consumers’ shopping shifted post-pandemic and “what” Target could do to drive omnichannel traffic amongst segments and audiences.

By delivering insights and data-driven recommendations, marketing, merchandising, and pricing partners gained a better understanding of shoppers’ Holiday mindsets, quickly pivoted in-season plans based on real-time results, and create a competitive 2022 Holiday playbook that would make them more appealing.