Employees and customers at Target stores across the United States were hoping for a reprieve from festive jingles on Boxing Day, but the retail giant had other ideas. Despite Christmas Day passing, the chain continued to pump holiday music through its 1,980 stores on Friday, a move described as driving people 'up a wall'.
A Festive Breaking Point for Staff and Shoppers
For staff who have been subjected to the seasonal soundtrack since late October, the decision to continue playing it on December 26th was the final straw. One Target worker, speaking anonymously to the Daily Mail, confessed: 'I cannot stand the music anymore. I'm going out of my mind.' The sentiment was echoed online, where a shopper confirmed on Reddit that 'the same Christmas songs' were still playing repeatedly.
This year, retailers like Target extended the Christmas shopping period by introducing decorations and music weeks early, aiming to help inflation-weary consumers spread their spending. Ethan Chernofsky, Chief Marketing Officer of Placer.ai, noted it has been 'a much longer pre-Christmas period'. Consequently, employees have been listening to the same loop of songs for over two months, with many citing Sia's 2017 track 'Candy Cane Lane' as a particular source of frustration.
Part of a Broader Pattern for the Struggling Retailer
The endless music is not an isolated grievance. It adds to a growing list of complaints that have retail analysts questioning if Target is losing its once-impeccable edge. Store workers have also been frustrated by strict 'friendliness rules' requiring smiles for shoppers within ten feet, alongside reports of price hikes, misprinted tags, and underwhelming seasonal deals.
Retail consultant Carol Spieckerman pointed to broader issues, stating, 'I hate to pile on, but Target's apparel merchandising and maintenance is an ongoing issue.' She highlighted a 'jarring disconnect' in some stores between dishevelled clothing sections and the rest of the typically polished environment.
A Critical Challenge for the Incoming Leadership
This mounting pressure now lands on the desk of incoming CEO Michael Fiddelke, a company veteran of 20 years. He is set to take over from long-time boss Brian Cornell on February 1st. Fiddelke's core mission will be to restore Target's identity as a destination for affordable-yet-stylish goods and reliable holiday execution—a position rival Walmart has aggressively captured.
The retailer's image has clashed with families battling persistent inflation, which peaked over 9% in 2022. Target, perceived as a higher-end box store, has struggled to align with shoppers needing to stretch every pound on essentials. When contacted by the Daily Mail on Friday about when the holiday music would finally stop, Target did not immediately respond. For many, the continued festive soundtrack is a tinny symbol of a brand struggling to find its rhythm.
