US retail chain Target is beginning the run-up to Christmas with a mobile app that enables users to put together and share wish lists from its extensive inventory.

The dedicated Wish List app launches at the end of October, and includes Augmented Reality content that will interact with the Target Kids Gifting catalogue, building engagement with young users putting together their lists for Santa.

The company is also aiming to use the app to drive early festive shopping online and at physical locations, by enabling users to save 10 per cent on items they have saved on their Wish List on one day of their choosing before 26 November, the day before Thanksgiving.

Conversion on Targets digital channels has risen 40 per cent this year, leading to the company placing an increased focus on its online and app offerings. The company will offer free shipping on all digital orders until 20 December to further boost its online presence.

“Target is poised to deliver an unparalleled holiday shopping season,” said Brian Cornell, chairman and CEO of Target. “Weve been building capabilities that put us in a strong starting position, including the right digital tools and a broad assortment of unique, on-trend merchandise. Our value proposition will be unrivaled, with compelling promotions and an exceptional shopping experience online and in stores. Its about delivering on our promise of Expect More, Pay Less, and when we do that, Target is impossible to beat.