Sunday was supposed to be a triumph for Target. The retail giant had prepared for months to ensure a successful launch of the highly anticipated Lilly for Target, a new product line featuring exclusive items by Lilly Pulitzer, the mega-popular “resort wear & beach chic” lifestyle brand.

Ironically, things went awry because Lilly for Target was, in a way, too successful. Target was caught totally unprepared by a tidal wave of consumer demand. Eager online shoppers caused a massive traffic spike that paralyzed the company’s website early Sunday morning. Thousands upon thousands of devoted fans were effectively frozen out and unable to access the limited inventory of Lilly Pulitzer merchandise.

Due to the overwhelming excitement for the #LillyforTarget collection we are making adjustments to our website. Stay tuned for updates.

? Target (@Target)
April 19, 2015