If you‘ve ever shopped at Target, you know the feeling: You go in for toothpaste and toilet paper, but somehow leave the store an hour later with a cart full of throw pillows, seasonal decor, craft supplies, and a bunch of other stuff you definitely don‘t need—but just couldn‘t resist. Sound familiar? Then you‘ve probably fallen victim to the "Target Effect," and I‘d be willing to bet the retailer‘s famed Bullseye Playground had something to do with it.
Also known as the Target Dollar Spot, Bullseye Playground is that oh-so-tempting section at the front of the store, stocked with aisles of colorful, trendy products at hard-to-resist prices. This is the land of $3 mugs, $5 holiday decorations, $1 stickers and coloring books, and plenty of other cheap and cheerful items to fill up your red cart. It‘s Target‘s way of luring you in with doorbuster deals from the moment you cross the threshold—an instant dopamine hit of retail therapy before you even make it to the toothpaste aisle.
Slyly positioned right inside the entrance (or on the homepage, if you‘re shopping online), Bullseye Playground preys on our psychological desire to hunt for a good deal and stock up on limited-time treasures. "It‘s designed to activate the ‘hunter gatherer‘ in all of us," consumer psychologist Kit Yarrow explained to HuffPost. "The seasonal rotation creates a ‘buy it now‘ rationale in shoppers‘ minds."
Retail industry experts say it‘s Target‘s secret weapon for driving impulse purchases and boosting the average transaction value. "The Bullseye Playground is a way for the company to constantly refresh the shopping experience and give customers something new to discover every time they visit," said Carol Spieckerman, president of retail consulting firm Spieckerman Retail. "Target recognizes that people shop for the thrill of the hunt, and Bullseye‘s Playground aims to create a ‘treasure hunt‘ experience."
Just the Stats: Bullseye Playground By the Numbers
So just how much are shoppers shelling out on impulse buys from the Bullseye Playground? While Target doesn‘t break out specific sales data for this part of the store, the retailer has shared some stats that speak to its popularity:
- 90% of Target shoppers regularly visit Bullseye Playground (Source: Target)
- Shoppers visit Bullseye Playground 8x per year on average (Source: Target)
- The average shopper spends $30 per trip on Bullseye Playground items (Source: Numerator)
- Bullseye Playground sales spike around seasonal holidays:
- Sales 4X higher during the Easter season (Source: Numerator)
- Sales 2X higher during back-to-school shopping season (Source: Numerator)
- 50% of Bullseye Playground annual sales happen in Q4 holiday season (Source: Numerator)
- Target has grown its sales per square foot by 53% since launching Bullseye Playground in 2016 (Source: CoStar)
Clearly, this little section has an outsized impact on Target‘s bottom line. As for what you‘ll actually find there, the product selection evolves constantly—to the tune of over 5,000 new items cycling through each year (Source: Target). The vast majority of the assortment is seasonally relevant, meaning you‘ll see things like heart-shaped baking pans and plush animals in February, pastel decor and egg-shaped everything around Easter, pumpkin-scented candles and Halloween costumes for pets in the fall…you get the idea.
"Our merchants are always on the lookout for the latest trends to bring to Bullseye‘s Playground, so our assortment is constantly evolving," says Jill Sando, Target‘s SVP and general merchandising manager of apparel and accessories and home. "We want to surprise and inspire guests with unexpected finds every time they shop."
Inside the Mind of the Target Shopper
So why can‘t shoppers seem to resist filling their carts with Bullseye Playground goodies, even when they‘re not on the list? Retail experts say it comes down to a mixture of scarcity and perceived value.
The fact that the products are constantly rotating in and out creates a "buy it now" mentality—if you don‘t grab that $5 llama-shaped succulent planter today, you might never see it again. There‘s a risk in walking away empty-handed. "The fear of missing out (FOMO) definitely helps drive sales," says Spieckerman. "The limited-time nature motivates us to purchase things we normally wouldn‘t."
And though the prices are already low, starting at just $1, the bright colors and fun, kitschy designs help warp our sense of what the products are actually worth. "The merchandise in Bullseye‘s Playground is unique and novel to shoppers—they just don‘t see these items anywhere else in Target, or, in many cases, at competing retailers," explains retail analyst Sucharita Kodali. "Thus, the value equation goes up, along with the propensity to buy on impulse."
The theory checks out: 79% of shoppers say they‘ve made an impulse purchase at Bullseye Playground, according to a 2018 consumer survey by shopping rewards app Shopkick. And 50% of shoppers admitted to spending more than they planned at Target because of Bullseye Playground. (I‘m guilty on both counts—how about you?)
As much as we love the thrill of the hunt, the constant barrage of new stuff can get overwhelming—and expensive. So before you let those $1 reusable straws and $3 succulent-shaped soaps sucker you in, arm yourself with these expert tips for finding the best deals at Bullseye Playground:
Tips for Strategic Bullseye Playground Shopping
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Go in with a plan. Yes, Bullseye Playground is all about spontaneous purchases, but that doesn‘t mean you can‘t do a little pre-shop prep. Jot down any upcoming holidays, birthdays, or seasonal events you may need to buy for so you know to keep an eye out for relevant products. "I always scope out the Bullseye Playground for affordable hostess gifts, white elephant presents, kids‘ party favors, and stocking stuffers," says Joanie Demer, co-founder of the Krazy Coupon Lady. "It helps me avoid overbuying if I go in with some ideas in mind."
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Know the restock schedule. The inventory at Bullseye Playground turns over fast, with most stores getting new shipments multiple times a week—sometimes daily. For the best selection, time your visits for weekday mornings after major seasonal holidays, when Target pulls out all the fresh merch. "We‘re constantly adding new, trend-right products to Bullseye‘s Playground—the assortment is updated with anywhere from 30 to 70 new items every week," says Sando.
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Predict the seasons. While the exact product assortment is always a surprise, you can pretty much count on seeing certain categories come back around the same time each year, stocked with festive colors and motifs. For example, pool floats and plastic dinnerware populate the section all summer long, while back-to-school supplies and teacher gifts take over in late July/early August. Use this handy cheat sheet to predict what you‘ll find in each season:
- January: Healthy living products, organizing supplies, Valentine‘s Day decor
- February: Valentine‘s Day gifts, Easter decor starts trickling in
- March: St. Patrick‘s Day items, more Easter products, spring break/travel gear
- April: Full assortment of Easter products, Mother‘s Day gifts, gardening tools
- May: Summer entertaining essentials, outdoor toys, disposable tableware
- June: Pride Month items, Fourth of July decor, pool party supplies
- July: Back-to-school products, dorm decor
- August: More back-to-school and dorm items, fall and Halloween decor starts
- September: Full Halloween assortment, Thanksgiving entertaining
- October: More Halloween, early Christmas decor and gift wrap
- November: Full Christmas assortment, stocking stuffers, Hanukkah items
- December: Last-minute holiday products, New Year‘s party supplies
Of course, Target‘s merchants are always looking to surprise and delight us, so expect the unexpected at Bullseye Playground each season.
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Check the ad and app for deals. The Bullseye Playground gets its fair share of promotions, but you have to know where to look. Start by checking the weekly ad preview on Sundays; sometimes Target will tease special sales like "buy three, get one free" or "50% off Bullseye Playground toys." The Target app is also a goldmine for uncovering coupons and Circle offers, which can often be stacked with RedCard savings for the ultimate discount.
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Price check before buying in bulk. As tempting as it is to stock up on every cute item you see, don‘t assume you‘re always getting the best price at Target. "For things like gift bags and tissue paper, I‘ve often found better deals at dollar stores," says Demer. "Bullseye‘s Playground is great for trendy decor and unique items, but you can find cheaper prices on basic party supplies elsewhere."
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Know the return policy. In the off-chance you experience buyer‘s remorse, rest assured almost everything in Bullseye Playground can be returned within 90 days for a refund or exchange—even if it‘s open or used. The only exceptions are electronics, music, movies, video games, and airbeds, which must be in new and unopened condition. Just be sure to keep your receipt or packing slip as proof of purchase.
The Psychology Behind Our Impulse Purchases
The brilliance of Bullseye Playground is that it capitalizes on key psychological principles that make us more likely to impulse buy, says Anitha Aswath, a VP and retail advisory lead at AI insights platform Hivery.
For one, it creates a sense of urgency, since products are only available for a limited time. "If you don‘t get it now, you‘ll miss out," says Aswath. "The fear of regret leads us to make unplanned purchases."
There‘s also what psychologists call "processing fluency"—the ease with which we mentally process information. The Bullseye Playground‘s organized, colorful displays are simple for our brains to understand and navigate, whereas an overly cluttered store is more likely to lead to choice paralysis.
"A streamlined, easy-to-shop experience makes us lower our guard and just toss things in the basket," says Aswath. "There‘s not as much cognitive load to question or analyze our potential purchases." Bullseye Playground makes it almost too easy to justify buying those glittery pens or pumpkin-shaped paper plates.
Finally, there‘s just the plain fact that humans are hardwired to crave variety and novelty. "Seeing the same products every time you walk into a store is boring," says Demer. "But walking into Bullseye‘s Playground is exciting because there‘s always something new to discover."
Targets Exclusive Brand Partnerships
And it‘s not just Dollar Spot staples like notebooks and washi tape that draw us in—Bullseye Playground is increasingly becoming a testing ground for Target‘s buzzy designer collaborations, including Chip and Joanna Gaines‘ Hearth & Hand with Magnolia, Chrissy Teigen‘s Cravings line, and most recently, Stoney Clover Lane.
"Bullseye‘s Playground gives us a way to introduce our limited-time collaborations to guests in a fun, accessible way," Sando says. "So in addition to all the everyday essentials, you might also find a $5 Hearth & Hand mug or a $3 Stoney Clover Lane patch."
Case in point: When Target launched its highly anticipated Hearth & Hand with Magnolia collection in 2017, one of the first things to sell out was a $5 set of four stainless steel measuring spoons from Bullseye Playground.
The revolving door of exclusive collections not only drives traffic to stores but also helps cement Target‘s "cheap and chic" brand identity. Where else can you score a designer straw tote for $5 or a set of hand-painted bowls for $3? These treasures give Target an edge over other mass retailers and discount stores.
The Rise of the Online Dollar Spot
For those who prefer to peruse the Bullseye Playground from the comfort of home (no shame), Target has expanded the selection available on its website in recent years. Pre-pandemic, you could find maybe 50 or so products from the in-store Bullseye‘s Playground on Target.com. Now, there are over 100 available at any given time.
"We know our guests love the treasure hunt experience of shopping Bullseye‘s Playground in stores, and we wanted to bring that same sense of discovery to Target.com," says Sando. The online selection closely mirrors what‘s in stores, with a similar mix of seasonal products and everyday essentials.
There are a few key differences between the virtual and IRL Bullseye Playground experiences, though. For one, the products tend to be grouped by theme or category online, rather than the more eclectic, color-coded displays you‘ll find in stores. Second, you‘ll often see online exclusives that aren‘t available in the physical Dollar Spot, like furniture and decor from Target‘s Opalhouse brand.
"We like to sprinkle in a few surprises on Target.com, knowing that our guests are looking for something special they can‘t find anywhere else," Sando says. Recent online exclusives have included a $10 light-up Halloween pumpkin and a set of $5 rosy-hued dessert plates for Valentine‘s Day. If you can resist the siren song of free shipping, you can often snag these web specials for even less by opting for same-day pickup at your local store.
Will the Cheap Chic Trend Last?
Admittedly, a lot of Bullseye Playground products veer into fast fashion territory—they‘re trendy, not well-made, and meant to be enjoyed for a short time before being tossed. So it‘s fair to wonder how Target can reconcile its sustainability goals with this constant churn of cheap, disposable goods.
The company has taken some small steps, like using more recyclable and compostable materials in its seasonal packaging. It also launched a partnership with TerraCycle in 2022 to recycle plastic Easter eggs and Halloween pumpkin buckets collected in stores. But when your entire business model is predicated on selling high volumes of cheap stuff, there‘s only so much you can do.
Kodali predicts Target and other retailers will have to make bigger changes in the coming years as consumers become more conscious of their environmental footprint. "I think we‘ll see a shift away from single-use, disposable items and more toward well-crafted, evergreen products that can be reused year after year," she says. "The days of buying cheap Halloween decorations that fall apart after one season are numbered."
That said, don‘t expect the Bullseye Playground to disappear anytime soon. It‘s too crucial to Target‘s bottom line, and frankly, we shoppers can‘t seem to quit the thrill of the treasure hunt. "The Bullseye‘s Playground experience is a key part of what makes Target, Target," says Sando. "We‘re always evolving and testing new products and experiences, but the element of surprise and delight for our guests will always be front and center."
So go ahead and let yourself be tempted by those $3 gingerbread bowl scrapers and $5 sushi-shaped erasers—I won‘t tell. Just maybe think twice before buying the $1 plastic spider rings this Halloween. The planet will thank you.
