This term refers to a specific edition of Billie Eilish’s second studio album, “Happier Than Ever,” released on vinyl record and sold exclusively through the retailer Target. This version typically features unique cover art or colored vinyl, making it a desirable collector’s item for fans. For example, the Target exclusive edition might be pressed on opaque light green vinyl while the standard edition is black.
Exclusive retailer variants like this drive sales by offering unique collectibles to a dedicated fan base. They benefit both the artist and the retailer. Target gains increased foot traffic and online sales, while the artist benefits from heightened album visibility and the excitement generated by exclusive merchandise. This marketing strategy has a long history in the music industry, dating back to limited-edition vinyl pressings and colored vinyl becoming popular in the 1970s and 80s.
