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Do we really need clothes delivered in under an hour? Target’s Uber Eats deal is convenience culture gone wild

The time lag between ordering a meal and its packaging hitting your rubbish bin is ridiculously brief. Will items bought through this partnership be treated differently?

In a move nobody outside of boardrooms asked for, Target has become the first fashion retailer in Australia to make its products available to order via the Uber Eats app as of September. This means that a “curated” selection of 25,000 of Target’s products can arrive at your door in under an hour, thanks to Uber Eats’ “on-demand” delivery.

It follows Bunnings’ introduction to the platform in February, and Kmart appears to be following suit with Uber delivery available on some eligible orders. Big W has also joined in on the action, with more than 35,000 Big W “essentials” (their words, not mine) now ready to be delivered to your home in 60 minutes via DoorDash.

Major change at Bunnings, Target and Big W as retailers embrace 60-minute trend

A growing number of big-name Australian retailers are now available on delivery apps, promising to deliver items to customers' doors within 60 minutes.

Big W became the latest to join the trend this week when its products rolled out on DoorDash, joining Target and Bunnings, which are on Uber Eats.

Some might wonder why anyone would need a Target T-shirt delivered in an hour, but UNSW consumer expert Professor Nitika Garg told Yahoo Lifestyle why retailers are going down this route.

"Customers are choosing where they'd rather spend their time," she said.

"Do you want to spend time going to Bunnings or Big W, or would you rather spend time with the family or relaxing?"

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