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COMMENTARY

Discount Diva: Target same-day delivery is gonna rock your world

This is not a drill, people. Target is bringing same-day delivery to Buffalo.

Home delivery service Shipt has confirmed it will be entering the Buffalo-Niagara market. Soon, you’ll be able to shop Target’s toys, groceries, electronics, housewares, essentials and baby supplies, and have them delivered to your doorstep in as soon as one hour.

At first blush, that sounds like a very dangerous thing for the average Target junkie. You’re telling me you won’t even have to leave the house to be hypnotized by the big-red bullseye? And you'll still get instant gratification?

Here’s how I envisioned it:

One minute you’re watching Chip and Joanna Gaines on HGTV, the next minute you’re ordering a set of galvanized goat bookends from their Hearth & Hand with Magnolia collection at Target.

But then you’re still $15 under the required $35 shipping threshold, so you add an adorable desktop globe. And then you see there are goat-shaped paper clips for $3.99. All of a sudden, you realize you’re just one faux leather storage bin ($27.99), Swingline vintage stapler ($15.99) and Sugared Birch candle ($12.99) away from transforming the look and feel of your entire den.

Just like that, you’ve spent $100 dollars and, before you can even cleanse your palate with an episode of “Property Brothers”, the delivery person is knocking at your door.

But then I realized, those impulse purchases never happen online – they only happen in the store when you’re pulled into the sway of Target’s magical wonderland, created with expert product merchandising.

It’s the Instacart effect.

Even though groceries cost more through the app, and tip is extra, I’ve noticed I shave $75 (or more) off each grocery bill that eliminates a physical trip through the aisles. No more running in for oatmeal and coffee creamer and coming out with a family pack of edamame and three kinds of cheeses.

People simply make fewer impulse purchases when they shop online than when they shop in store. In fact, a whopping 30 to 50 percent of all offline purchases are impulse buys, according to a paper by the Journal of the Association for Information Systems.

Your REDcard also won’t get you 5 percent off or free delivery, so you can at least stop rationalizing purchases that way. (Cardholders will eventually get 5 percent off when Target starts letting shoppers do same-day orders through Target’s site instead of Shipt’s.) The prices are the same through the app as they are in stores.

And get this: when you find yourself without a gift on the day of one of your kids’ classmates’ birthday parties, you can order a toy, Scotch tape and wrapping paper on Shipt, have them delivered to your door and get them wrapped up and ready to go before your kid is even out of the bathtub.

Look at that. You can start your Saturday without accidentally buying new curtains.

Trust me, Target will remain my happy place, where I can run out for aluminum foil, while still spending a few extra minutes luxuriating in the aisles; sniffing shampoos, browsing books and petting furry ottomans on days I need a respite from mommying. But fewer trips inside the store will be a good thing.

Now, if Shipt could just start delivering for HomeGoods, we’d be all set.

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