The holiday shopping season appears on track to be successful for retailers overall, but the battle between individual chains and e-commerce sites has been intense. That competition got the most attention during Black Friday week through Cyber Monday, but as Christmas approaches, some chains are making one last push.

Among them is Target (NYSE: TGT), which has been aggressive throughout the season. It just revealed a number of new offers that will carry customers through the close of the 2017 holiday shopping season.

What is Target doing?

The retailer's last-minute deals include:

  • Free shipping on orders until 11:59 p.m. CST on Dec. 20 for delivery by Dec. 23.
  • Target stores will open at 7 a.m. local time and close at 10 or 11 p.m. on Christmas Eve.
  • Guests can place online orders for free same-day order pickup until 6 p.m. local time on Christmas Eve, and they have until closing time to pick them up.
  • The chain is offering same-day digital gift card delivery on orders placed on Christmas itself.

"With just a week to go before Christmas, guests can feel confident they can get all their shopping done at Target -- and on their terms," said Chief Merchandising Officer Mark Tritton in a press release.

It's about convenience

The recurring theme of this holiday season has been making shopping convenient for people, however they want to shop. These offers extend that idea. Basically, as the clock ticks down, Target is throwing every idea at the wall to see which ones stick. That's not a bad strategy since omnichannel retailing is new enough that retailers don't really know which options customers will be most likely to take advantage of.

In future years, the chain will be able to look back and glean insight from which tactics worked best -- if any. For 2017, however, the smart approach for increasing sales as the holiday season comes to a close is to try everything.

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The author(s) may have a position in any stocks mentioned.

Daniel B. Kline has no position in any of the stocks mentioned.

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