Target is making a significant push to refresh its product offerings with its Halloween range in 2026, as almost 70% of this year’s items are new to its collection. Moreover, about 60% of this new Halloween merchandise is exclusively retailed by Target, highlighting the company’s commitment to offering unique products as part of its turnaround strategy.
Affordability is a focus this season, with 60% of decorative items priced below $10 and half of all costumes and accessories available for less than $25, according to an announcement by the company on Wednesday.
Target’s Chief Merchandising Officer, Cara Sylvester, stated that customers are interested in more than just ordinary Halloween decorations or costumes. They want trendy items, meaningful experiences with loved ones, and products that reflect their interests. The current assortment aims to fulfill these desires with upscale decor, beloved characters, seasonal treats, and innovative family activities designed to create memorable Halloween experiences without sacrificing style or value.
Among Target’s offerings, its proprietary Threshold brand will provide Halloween-themed items such as glass pumpkins, rattan decorations, and haunted village pieces. The extensive costume selection will feature characters from K-Pop Demon Hunters, Pokémon, Toy Story, and Super Mario, among others.
Earlier this year, Target revealed plans for a summer relaunch of its Threshold brand, introducing new shop-in-shops at 200 locations, as part of its wider strategy for business rejuvenation.
Cara Sylvester assumed her role as chief merchandising officer in February, following a shift in the company’s executive team under CEO Michael Fiddelke. This reshuffling brought about a unified leadership structure, with Sylvester’s appointment marking a centralised approach in the merchandising division. In May, several new senior vice presidents were appointed to the merchandising team, all of whom report to Sylvester.
Reporting based on coverage first published by retaildive.com.