Additional Coverage:
- 25 Photos of What the First Target Store Looked Like in 1962 (cheapism.com)
Target’s Grand Debut: A Look Back at the Bullseye’s Humble Beginnings
On May 1, 1962, a new retail concept emerged in Roseville, Minnesota, promising a revolutionary shopping experience: designer-style service at discount prices. This innovative venture, named “Target” by publicity director Stewart K.
Widdess after sifting through over 200 options, was the brainchild of The Dayton Company. Its now-iconic red-and-white bullseye logo perfectly encapsulated the store’s mission to “hit the mark” on value, service, and style.
The inaugural 135,000-square-foot store, boasting over 75 departments ranging from fashion to housewares, was an instant hit with shoppers. During its opening week, the first Target store raked in over $100,000 in sales, definitively proving that “discount” didn’t have to mean drab.
Join us as we scroll through these vintage photos, offering a glimpse into the dawn of the bullseye era-the original signage, bustling aisles, and the palpable optimism that launched one of America’s most beloved retailers.
Grand Opening!
In 1962, the term “discount” often carried a negative connotation in the retail world. Target’s ambitious challenge was to elevate it to something fashionable.
A Modern Discount Department Store
When Target first opened its doors in Roseville, Minnesota, on May 1, 1962, curious shoppers flocked in to witness what a “discount department store” truly entailed.
A Family Affair
In the toy aisle, children eagerly vied for the latest hula hoops and Tonka trucks, all proudly advertised as “priced for play.”
Ready To Wear
Target was a pioneer among discount stores, offering fitting rooms and sophisticated department-store-style displays-small yet impactful touches that exuded an upscale feel.
Rolling Into the Bullseye Era
Rows of gleaming metal shopping carts traversed the aisles of the first Target in 1962, symbolizing the promise of style, savings, and a touch of suburban excitement.
Right on Target (Literally)
The original tagline, “We’re right on target for value,” cleverly played on both precision and affordability.
Fun, Fast, and Friendly
Dayton’s envisioned a store that was “fun, fast, and friendly”-a department store, as one journalist aptly described it, with its sleeves rolled up.
One Brilliant Idea
The store’s name and distinctive bullseye logo weren’t the product of a lengthy committee process; they sprang from a flash of inspiration that struck Stewart K. Widdess after reviewing more than 200 potential names.
Style on Display
For its time, Target’s first store was remarkably spacious, encompassing 135,000 square feet and housing over 75 distinct departments under a single roof.
Fashion That Didn’t Break the Heel-or the Bank
In 1962, ladies’ shoes at the inaugural Target were priced at an astonishing $2.85, $3.85, and $4.85-a clear testament that even stylish footwear could be budget-friendly.
A Little Sparkle Goes a Long Way
Target’s first store in Roseville boasted a comprehensive jewelry section, featuring costume pieces ranging from $1 to $10-offering Dayton’s signature department-store polish at a discount pace.
Polish, Poise, and a Perfect Price Tag
Women’s dress shoes at the first Target averaged $6.70 a pair-a mere fraction of department-store prices, yet crafted by the very same suppliers Dayton’s utilized.
Home Sweet Savings
From frying pans to ornate floral teapots, this aisle demonstrated that outfitting an entire kitchen was possible without overspending.
Pharmacy Finds
The initial Target store included a full drug and cosmetics department, providing essential pharmacy items and popular beauty brands like Revlon and Colgate at prices up to 20% lower than downtown competitors.
A Visionary Promise
Before the widely recognized slogan “Expect More. Pay Less.”, Target’s marketing campaign promised “famous brands, lower prices, and a modern place to shop.”
Got Milk-and a Bargain
In 1962, a gallon of milk cost an average of $1.04 nationwide. The first Target stocked everyday dairy essentials alongside detergents and bread, foreshadowing today’s convenient one-stop shopping experience.
Dairy Deals Done Right
Target’s first dairy department felt remarkably futuristic in 1962, featuring brightly lit coolers, self-serve refrigeration, and prices that consistently undercut local grocers by nearly 10%.
Polished Floors, Polished Image
The store’s bright fluorescent lighting and meticulously polished floors drew inspiration from Dayton’s downtown flagship store, a stark contrast to typical bargain basements.
Smart Store For Smart Shoppers
Doug Dayton, Target’s first president, aptly described the concept as “a department store for the budget-minded.”
Checkout, 1962 Style
In 1962, scanners and barcodes were non-existent. Cashiers had the impressive task of memorizing hundreds of price points and manually entering them.
The Sound of Savings
No scanners, no beeps-just the swift dexterity of cashiers and the satisfying cha-ching! of each bargain ringing up at the register.
Convenience, the Original Way
Long before the advent of curbside pickup, shoppers in ’62 filled their car trunks with their newfound bargains, illustrating that convenience has always been a core tenet of Target’s mission.
Restaurant Break
Shoppers enjoyed a respite under vibrant red counters and chrome stools, sipping 10-cent coffee and marveling at the novelty of a restaurant situated within a department store.
Plenty of Parking
The first Target’s parking lot could accommodate nearly 400 cars, a thoughtful provision for the burgeoning postwar suburban lifestyle centered around automobile travel.
A Suburban Dream Gone National
What began as a singular suburban store in 1962 has blossomed into a national retail phenomenon, consistently hitting the bullseye on its promise to shoppers.
Read More About This Story:
- 25 Photos of What the First Target Store Looked Like in 1962 (cheapism.com)