Target Officially Ends Price-Matching Policy

For years, Target has offered a customer-friendly policy, offering to price match with other retailers like Walmart or Amazon. However, that policy is officially over.

Previously, Target shoppers could request price matches for identical qualifying products sold by competitors like Amazon and Walmart, either at the time of purchase or up to 14 days later.

However, that customer-forward policy has officially come to an end.

As first reported by Retail Dive, Target has discontinued its competitor price matching effective today, July 28. Under the new policy, Target will only price match other Target locations or Target.com.

In a statement to Retail Dive, a Target spokesperson noted that customers “overwhelmingly price match Target and not other retailers.”

“We’re always working to deliver consumers outstanding value and give them confidence to choose Target, with our everyday low prices, affordable and quality-focused owned brands, incredible deals, free-to-join membership program, Target Circle, and more,” the spokesperson told Retail Dive.

It's worth noting that this shift aligns with the practices of Target’s competitors.

As Retail Dive points out, Walmart discontinued its Savings Catcher in-store price-matching program in 2019 and does not match competitors’ online or in-store prices. Similarly, Amazon does not offer direct price matching with competitors.

While this decision mirrors the strategies of Target’s rivals, it’s undoubtedly a letdown for shoppers who relied on the policy to ensure they were getting the best deal at Target.

This change is part of Target’s broader strategy to boost sales and profitability, as the retailer has faced declines in both sales and store visits in recent months. It remains to be seen how this policy shift will affect Target’s performance going forward.