Target shoppers can buy a gift online and then give the recipient the chance to modify the order before it ships.

Target Corp. is making an online sales pitch to consumers ahead of the holiday shopping season.

Target, No. 20 in the Internet Retailer 2017 Top 500, is adding a feature called GiftNow from e-gifting service provider Loop Commerce to its online store. GiftNow, announced Monday, aims to minimize the guesswork involved in gift buying, offer consumers more choices and reduce the number of gift returns this holiday season.

To use GiftNow, a shopper clicks on a button on a product on Target’s website and enters the email address of the person who will be receiving the gift. The gift recipient receives an email notification about the gift and can alter the size and color of the product or take it as is. Once the gift recipient makes her selection, the gift ships. A shopper can schedule the GiftNow email to arrive on a specific date up to a year ahead of time.

If a gift goes on sale between the time a shopper buys it and the recipient is notified, the gift recipient will get a Target gift card for the price difference, Target says on its website.


Other retailers also use the GiftNow feature, including Macy’s Inc. (No. 6), Neiman Marcus (No. 41) and Michael Kors Holdings Ltd. (No. 328).

Also, for the fourth holiday season in a row, Target will offer free shipping on all online orders with no purchase minimum starting Nov. 1. Target’s typical free shipping threshold is $35.

Target also says that 95% of online orders this holiday season will be available for pickup in one of its store locations within an hour of the order being placed. Last year, Target reported that online sales during the November-December holiday shopping period grew by more than 30% year over year and by more than 40% in December alone.