Target shoppers stayed up late or woke up early to shop the retailer’s 20th Anniversary Collection online, which went live at 3 a.m. EDT Saturday.
Some early shoppers said on social media they were able to get most if not all items on their list and check out in minutes.
“I got everything that I wanted for myself and my daughter,” Twitter user @JulieSuchard wrote. “This was the best roll-out I have experienced with the designer collaborations.”
Others reported finding items removed from their cart in checkout, a few minutes into the sale. Plus size dresses were among the first to sell out from the Lilly Pulitzer collection.
Target brought back nearly 300 of the most popular items from over 20 years of designer partnerships, including Lilly Pulitzer, Missoni, Isaac Mizrahi, Anna Sui, Zac Posen and Hunter. The collection spans apparel, home décor and kitchen essentials, with prices ranging from $7 to $160.
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Shoppers also headed to stores across the country, which opened at regular time Saturday. At a store in Stuart, Florida, most of the Lilly Pulitzer brand was scooped up in the first five minutes.
At the Bluffton, South Carolina Target, Lilly Pulitzer was also a hot commodity with shoppers focused on the dresses.
Around noon Saturday at both the Stuart and Bluffton stores, many products still remained from different lines including Hunter bags and Missoni striped sweaters.
Designer collections and items vary by store, especially with plus size items. Use Target’s online design partner finder to see what brands each location will carry for plus size.
There’s a limit of five of the same items per size and color and items are available while supplies last.
What sold out and what’s left?
These are the 20 designers with pieces in Target’s 20th Anniversary Collection, the year of their original collaboration and whether they still had items available for sale online as of 9:30 p.m. ET Saturday:
- Michael Graves (1999-2013): An ice bucket and cookie jar appeared to be the only items left.
- Philippe Starck (2002): All the items appeared to be sold out.
- Stephen Sprouse (2002): Multiple items were still for sale in select sizes.
- Isaac Mizrahi (2003-2009): Some items were still for sale in select sizes.
- Erin Fetherston (2007): All the items appeared to be sold out.
- Proenza Schouler (2007): All the items appeared to be sold out.
- Thakoon (2008): Some items were still for sale in select sizes.
- John Derian (2008, 2010): Most items sold out online.
- Anna Sui (2009): Some dresses remain in select sizes.
- Rodarte (2009): Multiple items were still for sale in select sizes.
- Stephen Burrows (2010): Some items were available in select sizes.
- Zac Posen (2010): Some items remain in select sizes.
- Harajuku Mini (2011-2012): Many of the kid’s items were left in select sizes.
- Missoni (2011): Multiple items were still for sale in select sizes.
- Jason Wu (2012): Some items were still for sale in select sizes.
- 3.1 Phillip Lim (2013): Some items were still for sale in select sizes.
- Altuzarra (2014): Some items remain in select sizes.
- Lilly Pulitzer (2015): The majority of items sold out online but the jumpsuit and some home goods remained Saturday.
- Marimekko (2016): Multiple items remained.
- Hunter (2018): Multiple items remained.
More about the sale
- While many items quickly sold out online, some may still be in stock while supplies last in stores. Check Target.com for store availability. Some of the limited items also are available to order online for in-store pickup.
- Target’s return period for limited-edition collaborations is 14 days instead of the standard 90-day return policy. Shoppers with a RedCard get an additional 30 days on top of the collection’s 14-day return policy.
- RedCard holders also save 5% by using the store card.
- If an item you wanted sold out, all hope isn’t lost. While the collection will not be restocked, check returns.
- Items also will end up on eBay but often will be marked up. As of 9 p.m. ET Saturday, there were more than 400 items on eBay with the search “Target 20th Anniversary.” A Lilly Pulitzer dress, which sold for $38 at Target, was listed for $99.99 on eBay and the Missoni luggage that sold for $160 at Target, was listed for $369 plus a $49 delivery fee.
- Facebook trading and resale groups have formed and more will form. Many have rules to prevent exorbitant prices and some limit finders fees.
Courtney Petrello, of Stuart, Fla., shopped the sale online at 3 a.m. but found some items sold out immediately. She then made it to her local Target 25 minutes before it opened with her three daughters, two wearing items from the Lilly Pulitzer for Target launch from 2015.
She said she got almost everything she wanted Saturday but missed out on a dress for herself to match the girls.
“It’s cute, bright and beautiful at a fraction of price,” Petrello said.
Here are some positive tweets from shoppers who told Target about their experience early Saturday: