Target overwhelmed by demand for Lilly Pulitzer collection

The launch of Lilly Pulitzer's limited edition line at Target created a shopping frenzy on April 19, 2015, with the collection selling out in many stores and online in minutes. (Target.com)

The launch of a new designer line caused a shopping frenzy at Target stores and online. Many Lilly Pulitzer fans who stayed up to buy pieces from the limited edition collection were greeted with website issues on Target.com early Sunday morning. Customers then learned that most items had already sold out online.


Target spokesman Joshua Thomas says the website did not crash, but that the retailer had to take steps to manage the site due to overwhelming traffic. That included allowing only some customers access to the site at certain times. At one point, Target made the site inaccessible for about 15 minutes so it could grapple with the traffic.

Shoppers lined up for the limited edition Lilly Pulitzer collection starting Saturday night.


Many Target stores sold out of the collection within minutes of their doors opening Sunday morning.

A rush of shoppers snapped up the 250-piece collection at prices far below the cost of the Palm Beach designer's luxury collection.

Many of the items have already popped up on eBay, to the dismay of shoppers across the country.

A Target spokesperson says the store will not have more items available.

The Associated Press contributed to this story.


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