Target stores weren’t open on Easter Sunday, which helps explain why the company distributed one of its smallest circulars of the year with messaging focused on an overall low-price image rather than featuring hundreds of items.
The phrase “low prices” appeared in large red letters across the cover of the print piece, which had a particular emphasis on pharmacy and other healthcare products. Target promoted its $4 generic program, and, as a visual device, featured oversize pill bottles prominently in its ad to draw attention to the program. Target also highlighted the fact that it was rated highest in customer satisfaction among mass merchandiser pharmacies for four years in a row by J.D. Power.