Target's just-released Missoni collection resonated so well with consumers that the demand for the line lead to the crashing of Target's website on Tuesday.

Competition in the toy category is intense every holiday season, but it seems to have been ratcheted up a few notches this year, and Target was one of the companies doing the ratcheting. The company’s aggressive pricing moves put it in close proximity to Walmart early in the season and more recently Target’s toys were less expensive than Walmart’s, according to a pricing survey conducted by Citigroup retail analyst Deb Weinswig.

“Target has promoted a consistent value message throughout the season and we believe the company has the lead as we approach Dec. 25,” Weinswig wrote in a research report last week. “We performed our third toy pricing survey of the season and for the first time, Target was priced lower than Walmart on our basket of toys, even without including the 5% rewards discount!”