Target Corporation (NYSE:TGT) has incorporated some changes into its media mix this year ,primarily because of the elections.

Target’s new strategy aims at making the company more competitive with the rest of the media covering the elections. The company is thus, making some changes to its media mix this year so that its ads will not be influenced negatively by the presidential campaign. This year’s holiday season will be disrupted and retailers will be affected. This is because shoppers will be occupied by the campaign, meaning stores will not receive as much attention as they are used to during the holidays.

“We don’t want to come across as tone deaf to the conversations going on during that time so we’re being very thoughtful very smart about which media channels we’re going to be in, in particular in the beginning of November,” stated Rick Gomez, the senior VP of marketing at Target.

The holiday mode typically kicks in in early November for most retailers. Target is aware that this year’s holiday season will not be as smooth for business due to the presidential race between Hilary Clinton and Donald Trump. The company is, however, hopeful that things in the retail side will still go well. Target executives recently revealed their strategy for this holiday season and it involves an aggressive push into the digital arena.

The company expects 35% of all its online orders to be picked up in stores. Target, therefore, plans to double the number of its distribution centers. The new strategy also includes various holiday initiatives that include a mini movie featuring John Legend, a comprehensive advertising campaign and a Wondershop that has 2,000 new products. Quarterly reports indicate that Target sales dropped in Q3 and the company is looking forward to making a recovery courtesy of the holiday season. As for the presidential campaigns, numerous other retailers have complained that it has been causing poor sales.

Target stock closed the latest trading session at $68.59.