Target Hosts a Going-To-College Buying Bash

After hours on Wednesday night, the Roseville Target store figuratively became Target Hall, an extension of the University of Minnesota campus.

No classes were in session. But there was plenty of fun, free samples and entertainment when the discount retailer played host to a private going-to-college shopping bash for more than 5,000 University of Minnesota incoming freshmen.

Target coordinated the exclusive event with the University as part of the college's traditional Welcome Week for new students.

"We pair up with the University to offer exclusive shopping events with fun activities and (prize) giveaways," said Debbie Witschen, manager of the Roseville SuperTarget. Gratis items for students included gift bags and samples from vendors.

Wednesday night was the third year the Roseville SuperTarget has held the special after-hours shopping night for incoming U of M freshmen. But nationally, Target has conducted this special marketing event for the past 11 years, with the program now encompassing 69 universities and colleges, said Target spokeswoman Sarah Van Nevel.

Witschen said the U of M students were bussed from campus to her store.

At the Roseville SuperTarget, employees lined up shortly before 10:30 p.m. Wedesday to cheer students as they entered the store, giving many of them high fives. Soon, the aisles were teaming with students, many pushing red shopping carts that were eventually filled to the brim. Some favorite pick-up items included clothes hangers, pillows, health and beauty items, organizing merchandise and food, from bottled water to munchies.

"It's a fun party atmosphere for students. It's like being at the Midway," Witschen said of the huge shopping crowd, making an analogy to the rides-and-games section of the Minnesota State Fair.

For their part, the U students were impressed with Target's shopping event.

"It's cool to have the entire store to ourselves," said Connor Murita, a U of M freshman from Chicago. His shopping included picking up some food and toiletries.

Alison Kent, of Brookfield, Wis., also appreciated the Target night out. "It is a good opportunity for college kids to get last minute things they forgot about" before moving to school, she noted.

Rachel Ganske, of Lakeville, left the store with a basket full of merchandise, satisfied that her approximately $100 tab was worth the time and money. "There was a of free stuff," Ganske said.

To hold the event, Witschen had extra staff on hand. She noted the shopping activity was on par with "Black Friday," the day after Thanksgiving that is traditionally the busiest day of the year for many retailers.

Although Target declined to disclose its sale numbers from Wednesday's special event, the figures were bound to be significant.

In its annual Back-to-College survey released last month, the National Retail Federation (NFR) said it expects college students and their families to spend an average $907.22 on everything from dorm furniture and collegiate gear to school supplies and personal care items, up from $808.71 last year. Total spending for back-to-college is expected to reach $53.5 billion, the retail trade group said.

"Combined K-12 and college spending will reach $83.8 billion, serving as the second biggest consumer spending event for retailers behind the winter holidays," the NFR added.

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