Lessons From Taylor Swift: Meet Me at Midnight

Taylor Swift’s 12th studio album releases this Friday, October 3rd (or late Thursday night for most US time zones). This highly anticipated pop album contains twelve tracks and is produced by Max Martin and Shellback—collaborators she hasn’t worked with since Reputation, which came out in 2017.   

What’s more, Taylor announced that there will be in-store album release events across the U.S. on Thursday night. 500 Target locations will be packed with Swifties counting down to midnight local time when they can purchase physical copies of the new album, including a Target-exclusive vinyl.  

Meet Me at Midnight 

In an era of streaming, this is a throwback to the aughts, when midnight release parties were a big deal. Bookstores and theaters used to live for midnight releases. At my local theaters, fans would dress up and wait hours in line for the best seats for The Lord of the Rings, Harry Potter, and more. I, myself, waited in line for an early Harry Potter film, long before online purchases let you reserve seats in advance.  

In the 2010s, things changed; midnight book releases and midnight screenings, for the most part, disappeared. Similar to how Black Friday deals often start on Thanksgiving or even earlier these days, companies have made things easier on consumers to drive more revenue. Film studios have authorized screenings before the official release date, so a late-night Thursday showing at the theater followed by an overly caffeinated Friday morning at work, turned into dinner showings after work on Thursday. But by making things easier, theaters have taken a lot of the fun out of big releases for fans.  

Pining and Anticipation 

Taylor Swift is bringing that back with these midnight Target releases. Swifties are known for being extremely passionate about their fandom. They find Easter eggs in all of Taylor’s social media posts, invent fan theories, and hand-make bracelets to trade at concerts. Taylor is tapping into this market and giving fans what they crave: an in-person experience to geek out with others like them and anticipate the countdown to midnight together.  

I remember last Black Friday, when I got up at 4 a.m. to wait in line at Target to pick up The Eras Tour Book at the store's opening. To create excitement, the book was not available for pre-order or online ordering. There were only a limited number of copies at each store, so shoppers had to either arrive hours in advance or wait until the stock was replenished a week or so later. This was a smart move, as it created an exciting atmosphere of exclusivity for fans, while remaining accessible for those who wanted (or had to) wait. 

This is similar to Taylor’s new album’s release, where fans can stream it online as soon as it drops at Eastern midnight, or choose to pick up a physical copy at Target. As for me, I plan to do both, jamming in line and swapping bracelets as midnight ticks ever closer. 

Cruel Summer 

This in-store hype is also much needed for Target, which has faced backlash, boycotts, and declining sales this year. This in-store event could be what they need to get shoppers interested in Target again and help them reach their revenue goals.  

Pet retailers can learn a lot from this. A great brick-and-mortar experience is worth passing up the convenience of clicking a few buttons from your couch. Target isn’t the only one with in-store experiences. K-pop stores and boba shops host in-person card trading events, offering exclusive merchandise and menu items, which brings fans off the internet and connects them in person. Game and hobby shops host board game nights, minifigure painting workshops, and other events. In a world where people are connected online more than ever, small and savvy stores are bringing people together in person. 

It’s been a challenging summer for some retailers, as the threat of tariffs has necessitated changes in inventory, pricing, and supply chains. That’s why pet retailers need to think out of the box. What can they do? Consider hosting events such as care workshops, training classes, holiday parties, and owner meetups to drive community outreach and get your local consumer base invested in your store.  

Adoption events and grooming or veterinary partnerships already exist in the pet industry, so why not expand on them? Independent retailers need to drive traffic away from online platforms and into their physical locations, where knowledgeable staff can help owners choose the right products and create an enjoyable experience.  

While I eagerly await the drop of what’s sure to be a Glitter Gel Pen masterpiece with many Grammy nominations to come, think about what you can do to make pet parents excited to shop in your store. In-store events don’t have to belong to just the big names and big retailers. 

Let BSM Partners help your brand reach its target audience and market it effectively. Our Media and Branding, Strategy & Marketing practices can help your brand stand out and make a splash. 

Follow us on LinkedIn for the latest updates on all things happening here at BSM Partners.

About the Author

Kait Wright is a Senior Analyst at BSM Partners in the Branding, Strategy, and Marketing practice. She has over five years of experience in consumer insights and market research and has worked in both the human and pet food industries. She has volunteered with a local TNR program, domesticating and fostering feral kittens. She earned her B.S. from Brigham Young University and lives in Utah with her two cats.