Target unveiled its holiday shopping strategy and between mobile payments, price matching and in-store pickup, it’s going to compete very hard with Amazon and Walmart.

Target announced a new mobile payments app, launching in November, which will add to REDcard loyalty members’ 5% discount online, free shipping and require no membership fee. Take that Amazon.

In addition, Target is promoting its own eight private label clothing and home decor brands. These private label brands include A New Day with stylish women’s clothing, Goodfellow & Co fashions for men and Project 62 a modern line of home decor and furnishings.

CFO John Mulligan said these private label brands account for $26 billion in sales for the company so Target has a lot riding on this year’s shopping promotions.

What may be Target’s most interesting offer to shoppers this holiday season is a special “Gift Now” service that lets gift recipients choose the color or size of a gift or exchange it for something else before the giver’s item ships. A very interesting concept if they can handle it logistically.

You can read more of Target’s holiday shopping strategy here: “Break Out the Tinsel! We Just Revealed Our Holiday Plans and They’ll Put More Joy in the Season.“