Target teams with Taylor Swift to offer exclusive products that will be available on Black Friday

The news: Target will be the lone retailer selling two Taylor Swift products—“Taylor Swift | The Eras Tour Book” and “The Tortured Poets Department: The Anthology” on CD and vinyl—this Black Friday.

The items will be available exclusively at Target stores on November 29, before they’re available online starting Saturday, November 30.

The details:

• The 256-page book—which will sell for $39.99—features over 500 images from The Eras Tour concert, as well as personal reflections and notes written by Swift about her experience on the tour.
• “The Tortured Poets Department: The Anthology”—previously only available as a digital album—will be available at Target on CD for $17.99 and vinyl for $59.99. The vinyl album includes four marbled, translucent discs and includes a 12-by-12-inch poster of Swift. Both vinyl and CD feature 35 tracks, including four bonus acoustic songs.

The releases come on the heels of Target offering an exclusive Phantom Clear vinyl version of “The Tortured Poets Department” earlier this spring, which set the record for the retailer’s largest music pre-order in its history. Target sells 10 exclusive versions of Taylor Swift albums.

Our take: With nearly every retailer—including Target—launching sales in early October, it is easy to lose sight of the Cyber 5’s outsize share of overall holiday sales.

• While Black Friday and the rest of the Cyber 5 are not quite as important as they once were, we still expect them to account for 15.5% of sales in the final two months of the year, with Black Friday accounting for 4% of sales on its own.
• Offering exclusive Taylor Swift products should position Target to grab a significant share of those sales.