I’ve received roughly seven pieces of direct mail advertising with regard to my local Target’s latest expansion. They now offer a full-on grocery store. Good lord.

Now, Target really will be a place I never leave. While I found the continual mailings overkill (not to mention terrible for the environment), it’s a trend that I’m starting to see more often.

But it begs the question – can you be all things to all people? Retail is certainly trying.

It’s even happening in the United Kingdom. Sainsbury, one of the largest supermarket chains in the U.K., recently introduced a beachwear collection. So yes, pick up those carrots and that ham, maybe some toilet paper, and oh – don’t forget your swimsuit!

Whoa. I think retail may have gone too far.

Or has it? According to Sainsbury, it has already seen a 100 percent sales increase in this category and offers, “hundreds of styles at prices starting from just £5.00.” To further promote this revolutionary launch, Sainsbury had women clothed in their swimwear hanging out at Westminister Bridge (see photos).

Those Europeans, they’re so sassy.

It’s clearly a new trend. Swimsuits at the grocery store and groceries at the department store – what more could we ask for? If consumers want convenience above specialization, then perhaps this is the best way to give it to them.

Or are retailers trying too hard to be everything for customers? Leave us your thoughts here.

-Heather Strang