In a move that feels like a throwback to another era of the music industry, 500 Target superstores across the United States will open their doors at midnight on October 3 to release Taylor Swift’s highly anticipated album The Life of a Showgirl.
The event revives a tradition known as the “midnight release,” once a hallmark of the music business during the 1980s and 1990s. At that time, record shops such as Tower Records, HMV, and Virgin Megastore would open precisely at 12:00 a.m., inviting fans to line up, purchase new albums, and turn the launch into a communal cultural moment.
With the rise of streaming platforms, the ritual all but disappeared. In the digital age, fans typically need only a click to hear new music the moment it drops. Midnight gatherings have survived only in niche shops or around artists with exceptional fan pull. Swift, arguably the biggest name in global pop today, is now breathing new life into the tradition.
Target confirmed that approximately 500 of its locations will participate in the October 3 event, offering both standard editions of The Life of a Showgirl and exclusive versions available only through the retailer. The company also unveiled three special CD editions tied to a long-term partnership with Swift. For those unwilling to stand in line in pajamas, preorders remain available through Target’s official website.
The strategy underscores the enduring appeal of physical media in the age of digital streaming. While Spotify and Apple Music dominate listening habits, Swift’s massive fan base often values the tangible experience of holding an album—admiring its artwork, unwrapping the packaging, and preserving it as a collectible. For many, the midnight purchase is not just about the music but about marking a cultural moment.
The approach has precedent. In November of last year, Target recorded massive foot traffic during Black Friday when it released the exclusive Tortured Poets Department (Deluxe) vinyl alongside the Eras Tour book. Stores reported sellouts within hours.
Although vinyl has recently eclipsed CDs as the dominant physical format—Swift herself is widely recognized as the “queen” of vinyl sales—her team is leaning heavily into CDs for The Life of a Showgirl. Three limited-edition versions sold through her personal webstore quickly sold out. Target has emphasized that these new CD editions will be a one-time printing, with no future reissues planned.
Swift addressed the subject directly on a recent podcast, clarifying that the exclusives do not include bonus tracks unavailable elsewhere. Instead, the differences lie in packaging, design, and presentation—factors that appeal to collectors and superfans eager for unique memorabilia.
By reviving the midnight release, Target and Swift are not just selling music. They are selling an experience—a return to a communal ritual that defined pop culture in previous decades. And if history is any guide, the lines forming outside those 500 stores on October 3 will prove that Taylor Swift remains unmatched in her ability to turn an album release into a national event.