The competition among e-commerce giants is heating up again this summer. While many consumers are getting ready for the mid-year sales, some brands have already staked their claim. Strategies are being refined and discounts are becoming powerful weapons.
Target has confirmed that its most important summer event will coincide directly with Amazon's Prime Day. From July 6 to July 12, 2025, the next edition of Circle Week will take place, a week of exclusive discounts for its members. This decision puts Target in direct confrontation with Amazon, which will hold its Prime Day from July 8 to July 11, the longest edition to date.
A strategic move in the deals calendar
Circle Week isn't new, but this year Target has decided to change its calendar to fully overlap with Prime Day. With this move, Target expands the available shopping window and aims to attract those who want to get ahead or extend their purchases.
The deals will be available only to users of the Target Circle program, both in its free version and the premium one: Target Circle 360. The latter costs $10.99 per month or $99 per year. Premium members will also enjoy early access starting July 5, which represents a competitive advantage over Amazon, according to Yahoo Life.
Additionally, Target has launched a special promotion for verified college students. Starting June 29, those who are part of Target Circle will be able to access a 20% discount storewide. To verify their academic status, they only need to present a document such as their student ID, class schedule, or tuition receipt on the brand's official website.
A July full of competition
The second week of July won't just be the scene of the showdown between Target and Amazon. Other retailers like Best Buy and Walmart have also announced discount campaigns for those dates. The overlap of so many promotions means that consumers are facing one of the most competitive weeks in U.S. retail.
Circle Week has become one of Target's strongest bets throughout the year. Although in 2024 the company decided to hold it a week before Prime Day, in 2025 the strategy changes. This time, the goal is to go head-to-head with the online sales giant.
With products like the Apple AirTag (4-pack for $74.99, down from the usual $99) or the Galaxy Watch 7 (for $199.99, reduced from $299.99). The Dyson V15 Detect Plus, a cordless vacuum, also appears on the lists for $649.99, with a $100 discount. This way, Target shows that it doesn't intend to fall behind and is ready to compete strongly.