Target just revealed a completely new way to give gifts in time for holiday shopping

Instant gratification is all the rage now, and Target is giving in. Just in time for the holiday season, Target is giving customers a new way to gift.

Instead of mailing a gift directly to its recipient, Target will now let givers use a new feature called “Gift Now.”

Here’s how it works:

The service allows givers to send via email. The recipient “opens” the gift virtually in the email, and must then enter their mailing address for delivery. If they’re not a fan of your particular choice, they can exchange for something of the same dollar value, or a gift card.

The service is run by Loop Commerce, and is already featured with department stores like Neiman Marcus, Macy’s, Saks Fifth Avenue. Target is the first discount store chain to incorporate it.

The new service is just one part of Target’s plan to capture a bigger share of holiday shoppers this season. The chain is hoping to avoid the 1.3% decline in sales it saw in the holiday quarter last year.

It’s planning to have a larger assortment of its season brand Wondershop, with periodic events in stores like holiday treat sampling, photo booths, and toy demonstration areas.

Sales will likely be less frequent this year, with the store is instead claiming that its merchandise will be “priced right daily.” Instead of the “10 days of deals” from the last two years, Target will host sales on the weekends in various categories beginning mid-November.

Target will also have free shipping without the typical $US35 order requirement from November 1 until Christmas.

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