Objectives is off to a rocky start in the 2024 holiday shopping season, but a single donation from Taylor Swift could turn things around.
The red dot retailer will be the only store where Swifties will be able to get their hands on “The Eras Tour Book,” a two-year celebration of pop culture that ends Dec. 8 in Vancouver. The book goes on sale Friday in stores and through the company’s website on Saturday.
Don’t expect any Black Friday or Cyber Monday discounts. Since Target is the sole retailer of the Eras book, it has no incentive to drop its $39.99 price tag.
Swift is self-publishing the 256-page book, which gives her full control over where she distributes it. Expectations are high. The Wall Street Journal reported the first printing is 2 million copies. If it sells its money, it will climb to the top of the chart in 2024 – and become one of the best-selling books of the last six years – and it will do so without the help of Amazon, Walmart or Barnes & Noble.
The Journey of Eras he raised $1 billion and set many articles. Last year alone the tour sold 4.3 million tickets, which is more than Elton John’s sales figures more on his five-year farewell tour. A video about the trip quickly became available the greatest musical film.
For Target, the exclusive offer couldn’t have come at a better time. The retailer reported lower-than-expected earnings last week and offered a disappointing outlook for the sale. Sales have been weak at the chain for the past two years.
Taylor Swift alone won’t cure the disease, but she will bring people into the store. And to encourage Swiftie shoppers to keep shopping for more, Target plans to play Swift’s music in its stores on Friday.
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