Target is spending roughly the same amount on this year's marketing as last year, though executives declined to provide a figure. The 1,805-unit chain spent $170.6 million on measured media in November and December last year, according to Kantar Media. Same-store sales during the critical holiday period from November through January were up 3.8%.

Target is dedicating a whopping 61% of its media spending to digital, up from 51% last year.