Reddit users expressed disappointment at the bag’s paltry offerings, some of whom said they waited for hours in the cold to receive one
Social media users posted photos of the items, which appeared to take up a tiny fraction of the space inside the tote bag(Image: Getty Images)
Target shoppers took to social media over the weekend to share their disappointment after a Black Friday promotion left hundreds of early risers feeling unfairly rewarded for lining up outside store locations before they opened.
The National Retail Federation ranked Target as the eighth largest company in the United States in 2024, earning more than $106 billion in sales. The retailer received widespread pushback earlier this year when its leadership joined the likes of Home Depot and Amazon in conceding to pressure from President Donald Trump to roll back company DEI initiatives, inspiring a “We Ain’t Buying It” boycott that urged shoppers to spend money at small, local businesses during the Thanksgiving week.
In the days leading up to Black Friday, a highly lucrative day for big-box retailers that has transcended into an American cultural phenomenon, Target offered the first 100 guests who lined up outside the stores a “free swag bag filled with goodies.” But according to frustrated social media users who waited for hours to obtain the bags, the contents did not match the promotion’s promises, adding yet another reason not to shop at the department store.
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Target’s “swag bag giveaway” promotion included images of a shiny tote bag, store gift cards, a keychain and wrapping paper. It also claimed 10 bags out of the 100 given away would hold an “extra prize” valued at $99 or more.
The prizes, according to the promotion graphic, included a Ninja SLUSHi frozen drink maker, a Laifen SE Lite hair dryer, a pair of Beats Solo 4 bluetooth headphones, a $100 Target gift card and a Target Circle 360 membership.
The National Retail Federation ranked Target as the eighth largest company in the United States in 2024, earning more than $106 billion in sales
Photos of the bags posted to Reddit and Instagram appeared to show paltry offerings inside, barely occupying the space within the large tote bag.
One bag contained a pack of UNO cards, a miniature Gemz shampoo package, a small Nerds candy bag, an Elf cosmetic product and a small variety pack of LMNT electrolyte water supplement, according to a shopper who put their bag up for sale on eBay.
A Reddit user posted a photo of a similar assortment of items, which appeared to take up a tiny fraction of the space inside the tote bag.
“Literally so disappointed,” the user wrote under a post titled “Swag bag wtf.”
“I was 10 out of 100 and waited three hours for this LOL.”
The company’s adherence to the Trump administration’s anti-DEI pressure inspired a “We Ain’t Buying It” boycott
“Over and over again they were warned, the contents were nothing to get excited about,” a commenter wrote in reply to the Reddit post. “Greedy corporate catering to greedy customers. This is hilarious.”
“What do you mean the multi-billion dollar corporation wasn’t generous with their free goodie bags,” another user posted sarcastically.
“I guess my question is, why did you think it was a good idea to wait three hours for a goodie bag,” a third user wrote.
The Mirror U.S. contacted Target for comment on the social media response to the “swag bag” offerings.
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