People braved the cold for a Target swag bag. Many feel it wasn't worth the wait.

Target is facing criticism from customers who spent hours in line on Black Friday for a complimentary swag bag, with many claiming the contents did not meet expectations. As part of its Black Friday promotion, Target offered the first 100 shoppers at each location a giveaway bag "filled with holiday favorites," though the specific items were not disclosed in advance.

In addition, ten shoppers per store received special prizes valued between $99 and $350, including $100 Target gift cards, Beats Solo 4 headphones, Laifen hair dryers, and Ninja Slushi machines, according to Target statements obtained by USA TODAY. As of December 3, the retailer has not confirmed the exact contents of the standard giveaway bags, but social media videos suggest they included a small selection of items such as Uno cards, lip oil, and a single pouch of candy.

On November 28, 2025, in Louisville, KY, dedicated shoppers waited in near-freezing temperatures outside the Bass Pro Shops Target store. TikTok user Stacia Brant shared that she arrived at her local store late on Thanksgiving night and joined the line around 3:45 a.m. on Black Friday. Brant expressed disappointment over the bags contents, saying it did not justify the early arrival. "I feel like Target could have done much better," she noted, suggesting more coupons or samples would have made the wait worthwhile.

Not all participants were unhappy. Some shoppers who won the higher-value prizes were thrilled. TikTok creator Ebony Influences received a Ninja Slushi frozen drink maker, valued at $270, while Gerilynne Mendez won a Laifen High-Speed Hair Dryer SE Lite, worth $100. Mendez commented in her video caption, "Happy I won though."

Based on social media videos, the standard giveaway bags contained items such as LMNT Zero-Sugar Electrolyte Drinks (3-pack) and Nerds Juicy Gummy Clusters, with an estimated total retail value of around $30. Additional small items, including iridescent fabric, greeting cards, stickers, and mini keychains, were included in some bags.

Target did not directly address concerns about the swag bags in a statement to USA TODAY. The company said it appreciated everyone who visited on Black Friday and remains focused on providing strong deals, gift selections, and festive shopping experiences, welcoming feedback to improve future holiday events.

Analysis: Target's Black Friday Swag Bag Controversy

Target's recent Black Friday promotion has sparked mixed reactions from shoppers. The retailer offered the first 100 customers at each store a "holiday favorites" giveaway bag, but the lack of clarity on the contents led to dissatisfaction among many early arrivals. Social media videos indicate that standard bags contained items such as Uno cards, lip oil, candy, LMNT electrolyte drinks, and small novelty items, with an estimated value around $30.

While a small number of customers received high-value prizes, including $100 gift cards, Beats headphones, and kitchen appliances, the majority of participants felt the standard swag bags did not justify the long wait times and extreme weather conditions outside stores. Comments from shoppers like Stacia Brant highlight a sense of disappointment, noting that more useful items or coupons could have improved the experience.

Target has not released an official list of bag contents or addressed the criticism directly, instead emphasizing appreciation for customers and a commitment to future holiday promotions. The situation underscores the importance of transparent communication in promotional campaigns and the risks of setting high expectations without clear details.

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• They waited in the cold for a Target swag bag. Some say it wasn’t worth it.

Author: Ethan Caldwell
Ethan Caldwell is an experienced reporter with 10 years covering international news. He specializes in politics and economics, with strong investigative journalism and analytical writing skills.