Author: Gabriela Barkho

This story was first published by Digiday sibling ModernRetail

Target is tapping young brands to revamp its homeware this year as part of the retailer’s multi-year turnaround strategy.  

This fall, there’s been a steady drumbeat of new brands launching in the big-box retailer’s home category. Next to hit Target shelves is Mellow Sleep, which launched in 2025 and has become the top-selling sleep brand on TikTok. Mellow Sleep is making its physical retail debut at Target after hitting $130 million in revenue in its first year and is on track to end its second year with over $300 million in sales.

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As the NFL season and holiday shopping season both kick off, U.S. advertisers are devoting more budget to Amazon’s ad inventory.

For the e-commerce giant, Thursday Night Football coverage has proven a particularly useful tool to expand its advertising and streaming business. The company has successfully used the TNF audience to convert brands that don’t sell products on its e-commerce site, like American Express, amid fierce competition among DSP providers. But it’s also positioned its live sports portfolio as an upsell option for brands that do shift product on its retail platform, but which don’t typically bother with sports advertising, like Colgate.

Parent Colgate-Palmolive spent $1.51 billion on advertising in the first six months of 2026 alone, according to SEC filings. But the toothpaste maker hasn’t run a Super Bowl ad in seven years, and its sports marketing activity largely centers on a Madison Square Garden sponsorship for Big East March Madness. And yet, it’s all in on football on Amazon.

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