In a world where every dollar counts, especially with inflation still weighing down shoppers, many rely on perks like price matching to stretch their budgets.
But now, one of America’s favorite retailers is pulling the plug on that benefit — and it’s already sparking plenty of reactions.
Price Matching at Target Will Be Gone by the End of July
Starting July 28, Target is ending its price match policy across all its nearly 2,000 stores in the United States.
That means shoppers will no longer be able to ask for a lower price if they find the same item cheaper at competitors like Walmart or Amazon.
Until now, the rule allowed customers to match prices at checkout or even up to two weeks after making a purchase.
It’s been a small but meaningful way for budget-conscious buyers to feel like they were getting the best deal.
Why Target Says the Change Makes Sense
Target claims most people weren’t using the price match feature to compete with other retailers.
Instead, customers often compared prices between different Target stores or the company’s own website.
A spokesperson for Target explained that they’re still committed to offering solid value through other avenues like their affordable in-house brands, regular promotions, and their free-to-join rewards program, Target Circle.
Not Everyone’s Happy About It
Predictably, the news didn’t sit well with a portion of the public.
On Reddit and other forums, shoppers expressed disappointment.
“Yikes, this sucks,” one frustrated user posted.
Another mentioned they regularly matched prices with Amazon or Walmart before applying their employee discount.
With that option disappearing, they said they’ll just shop where it’s cheapest from now on — and that might not be Target.
Retail Experts Say It’s About Business Survival
Despite the complaints, some experts argue the decision is smart.
Neil Saunders, a retail analyst at GlobalData, believes the move is about Target tightening up its finances.
He pointed out that Target has been struggling with shrinking profits and thinner margins over the past few years.
If they want to keep investing in stores and improving the shopping experience, they have to cut back somewhere — and this perk made a convenient target.
“Ending price matching helps with financial discipline, especially with rising costs due to tariffs,” Saunders said.
“But Target will need to take more steps to really turn things around.”
Target’s Recent Struggles Go Beyond Price Matching
The decision to cancel the policy isn’t happening in a vacuum.
Target has been dealing with several challenges that have weighed on its performance.
Though Valentine’s Day helped boost sales, the Easter season took a major hit, thanks in part to a boycott led by church groups during Lent.
More than 150,000 people reportedly joined in the protest, which stemmed from the company rolling back its diversity, equity, and inclusion initiatives.
That boycott, combined with lingering economic pressures like tariffs introduced during Donald Trump’s presidency, played a role in Target’s 2.8% drop in quarterly sales, landing at $23.85 billion.
Even Target Employees Are Feeling the Heat
While customers were noticing price jumps on shelves, employees behind the scenes were also affected. Many reported feeling job insecurity amid rising costs and cuts.
Shoppers, too, weren’t thrilled about sharp increases.
For instance, Target’s own USB-C cords went from $9.99 to $17.99 — a jaw-dropping 80% hike that left many consumers stunned in May.
Despite the Setbacks, Target’s Still Expanding
Even with these hiccups, Target isn’t backing down from growth.
In fact, the company plans to open 48 new stores across 22 states, focusing heavily on Florida and Texas.
Additionally, it’s exploring a new delivery system modeled after Amazon, where items are shipped directly from factories to shoppers’ homes.
If it works well, it might even tempt some Amazon Prime members to make the switch to Target’s own delivery service, called Target 360.
Other Retailers Are Raising Prices Too
It’s not just Target making moves that affect customers.
Walmart has also seen price increases — and according to some employee reports, individual stores could have more than 15,000 different price hikes.
What Comes Next for Target Shoppers?
While the price match guarantee is on its way out, Target insists it’s still focused on offering great value through other programs and promotions.
But as prices rise and customer patience wears thin, the company’s next steps could make or break shopper loyalty.
Will more people shift to Amazon or Walmart?
Or will Target’s fresh expansion plans and new shipping model win back the trust?
One thing’s clear — big changes are underway.
