Target Australia Snowy Aspen tree is a huge hit

It’s more than a month until Christmas, and the hottest item of the season is flying off the shelves. It’s not something that goes under the tree. It is the tree. Specifically, it’s the Snowy Aspen tree from Target Australia. Though the retail price is $59, something of a black market has developed online with desperate tree seekers offering to pay above face value for the elusive tree.

Typically it’s a popular toy or game — or sometimes a house — that creates supply chain headaches for retailers as they try to meet demand for the season’s hottest item. But this year, thanks to a whole host of people dreaming of a white Christmas in the Southern Hemisphere, Target Australia has the challenge of supplying enough Snowy Aspen trees to satiate those infected with the Christmas spirit.

Seemingly as soon as the trees are restocked, inventory goes back to zero as people post availability on social media for their Snowy Aspen-loving mates. Those who have to trudge home empty-handed are calling their area Target locations to get on a waiting list for the next shipment, waiting a week or more for that perfect item to base their Christmas decorations around.

“Our Christmas trees this year have been hugely popular with our snowy aspen tree being a massive hit with customers already,” Target Australia head of design Emma Duxbury-Thompson told news.com.au. “I think it has worked so well because we were able to deliver a stylish boutique-looking tree at a really affordable $59 price for our customers. It’s the alignment of current trends, affordability and quality which we think makes this tree such a success.”  

Those lucky enough to grab one have been posting their fully decorated masterpieces on to inspire intense jealousy in their friends.

“The buzz on social media and reviews we have been getting across all our trees have been amazing and we love that customers are sharing their styled trees on social media this festive season,” Duxbury-Thompson said. “There are still some snowy aspen trees scattered in stores across Australia that are selling really quickly.” 

If you haven’t found your tree yet, you may be left hoping for a Christmas miracle.