-Over the past few months, you may have noticed a small but intriguing change while shopping at Target. Certain remodeled stores have started playing curated music that includes more than 1,000 songs. If you’ve been to one of these stores, you’ve likely caught yourself humming along to the catchy tunes as you moved through the aisles, but what’s the real reason behind it? For Target, the new background music is more than just entertainment—it’s a smart way to improve the overall shopping experience and potentially boost sales. It’s a technique we’re seeing more often in retail industries, and it raises a good question: How does music impact customer behavior?
Why Music Matters in Retail
Music in stores isn’t exactly a new concept, but some retailers are taking it to a more calculated level. Target recently introduced new speaker systems in some of its remodeled stores, playing a mix that rotates through more than a thousand songs. From pop hits to 90s throwbacks, the selection is intentional, designed to keep shoppers feeling comfortable and focused while they browse.
Target’s goal with this change is clear: they want to enhance the shopping experience. It’s a subtle way to engage customers who might otherwise be distracted by the sounds of a busy store. The new playlists are thoughtfully curated, helping the brand differentiate itself in a crowded retail space. While everyone is familiar with the concept of background music (often in the form of soft elevator tunes), these selections go beyond that. They’re aiming for something memorable, without being too intrusive.
Shoppers’ Thoughts on the New Tunes
So how are shoppers reacting to Target’s musical shift? Based on customer feedback, it’s been a positive change. Some have even found themselves dancing in the aisles when a familiar song comes on, though the background music isn’t always the focus of attention initially.
Heather Brown, for instance, found herself humming along during a recent trip to Target, not even realizing the music until she became aware of it. It seems that many customers share this experience. The tunes act as a subconscious companion to shopping routines. Without the music, voices of fellow shoppers or clattering carts may be much more noticeable, leading to a more distracting and less pleasant experience.
One shopper mentioned how the music is like typical radio—sometimes a song clicks, and other times it doesn’t. But even when they don’t actively notice the playlist, it has an undeniable effect on the mood of the store. It lightens the atmosphere, keeps people relaxed, and distracts from the usual chaos of daily life.
What’s Playing in Target?
If you’ve been wondering what kinds of songs make up these new playlists, you’re not alone. During a visit to a Target in Roseville, shoppers reported hearing a mix of popular tracks by artists such as Katy Perry and Justin Timberlake, alongside classic 90s hits. This balance between more recent and nostalgic music offers something for everyone, from teens to parents who may recognize a tune from their younger years.
While the selection is varied, one shopper likened it to elevator music, which isn’t typically known for its excitement. However, this is one step above the typical background noise you’d associate with elevators. It’s designed to be subtle but effective. After all, no one is expecting to hear their favorite songs blasting at full volume as they shop for groceries or home decor. The goal is to make the experience pleasant, not overwhelming.
Why Is Music Selection Important?
Marketing experts like Muller, who teaches marketing at the University of Minnesota, say Target’s decision to introduce in-store music is part of a larger strategy. As retail spaces become more competitive, brands are always looking for ways to stand out. For Target, this choice makes sense: it’s about adding another layer to the shopping experience that feels more personal and engaging.
But it’s not just about playing any music—it’s about the right kind of music. Studies show that the tempo of a song can have a noticeable impact on shopper behavior. For example, slower songs often get people to move more slowly through the aisles, while faster beats can push them to navigate the store more quickly. Target hasn’t confirmed whether they’ll fully measure the impact of music on sales, but the brand hopes shoppers will not only enjoy their time in the store but also maybe pick up a few extra items along the way.
Do More Songs Equal More Purchases?
We’ve all heard stories of people walking into Target for “just one thing” and leaving with a full cart of items they hadn’t planned on buying. Maybe music plays a subtle part in this. When music helps set a relaxed and comfortable mood, people are more likely to browse without feeling rushed or stressed.
The tempo and genre of what’s playing can directly influence purchasing habits. Classical music, for instance, has been shown to encourage buying behavior, though it often gives off a more luxurious, high-end vibe. It’s great if you’re shopping for fine china, but probably not what you want to hear when browsing for new housewares. Instead, the upbeat pop playing in Target encourages a customer to feel casual yet engaged. It’s immersive, but not so much that you start thinking of the store as a luxury space. Target obviously doesn’t want to push that vibe—they aim for approachable.
The Wine Shop Experiment
A popular study on the psychology of music in retail environments showed just how much influence background music can have on purchasing decisions. In a wine shop, when French music was played, customers gravitated toward French wine. Switch to German music and suddenly, German wine sales spiked. What’s fascinating is that customers in the study didn’t even realize how much the music impacted their purchases.
This demonstrates how powerful background music can be, and Target is likely banking on this psychological element. Most shoppers aren’t consciously aware of the influence of background noise as they fill their carts, but their behavior is still being gently shaped without them even realizing it.
Expanding the Music to More Stores
As of now, Target’s background music initiative has been rolled out in around ten Minnesota stores, with plans to expand to 180 locations by the year’s end. The gradual increase of this new feature suggests Target is carefully monitoring its impact before making it a nationwide experience. Unlike some high-end stores or restaurants that offer live music, Target’s approach is digital, offering flexibility and customization without being intrusive.
The Role of Music in Line Management
Waiting in line is one of the necessary evils of the shopping experience. Research has shown that playing music can make the time spent waiting feel shorter, even if you’re in line for the same amount of time. During busy periods, it’s not unusual for Target’s background music to calm anxious customers, whether they’re standing in line or searching for that last item on their shopping list.
Another notable detail: the volume of the music played in Target is much lower than what you might find at retailer Abercrombie & Fitch, where music volume is loud enough to feel like a concert. Target seeks balance—enough volume to be heard, but soft enough to not overwhelm.
The Subtle Power of Background Music
While you might not notice Target’s new background music at first, its effects have a very real, if subconscious, influence on your shopping behavior. As music continues to become a larger part of the retail experience, it’s clear that these small changes can have big results. Next time you’re in a store, take a moment to notice the tunes playing in the background—you just might find they’re shaping your mood, pace, and even what ends up in your cart.
If you have any more questions about how background music in retail drives sales, feel free to send them in!
