#comeptitive

For this holiday season, Target will try and win back customers by showing off prices in their advertising. This marks the first time since 2002 that Target is splashing dollar signs on TV around the holidays. Showcasing how the retailer wants to make sure that shoppers understand that Target is as cheap as they are chic. 

Last year, Target eschewed some of the price wars around the holidays. It even also went upscale via a splashy partnership with retailer Neiman Marcus Group Inc. Target overestimated how well the lineup would sell, and the collaboration was considered a flop.

Target gets about a third of its $73 billion in annual sales from people who make less than $50,000 a year. This year, the discount chain is playing it safer with several initiatives to convey competitive prices, including a price-match policy that runs one week longer through Dec. 21 to try to woo less frequent visitors.