Target’s latest change to its shopping policy is sure to be unpopular

From boycotts to tariffs, it’s fair to say Target has had a rough year so far, and now customers may not be happy with this change to a favorite shopping perk.

Starting on July 28, the mega-retailer is altering its price match policy, which for nearly a decade, gave customers a refund if they bought an item at Target and found the identical item for less at either “Target.com, Amazon, Walmart, or with Target Circle” within two weeks of the purchase. Customers who request and receive the price match get the difference between what they paid and what the item cost elsewhere.

Going forward, the new policy will only apply to the same item bought from another Target store or the Target website, not from a competitor retailer.

How can I request a price match from Target?

To make use of the current price match policy before it ends, or to request a price match with items from other Target stores or the website for in-store purchases, customers must provide proof of the lower price to Guest Services at their local Target store.

For Target.com or Target app purchases, call Guest Services at 1-800-591-3869.

Target by the numbers

As Fast Company reported, after explosive sales growth in 2021 and 2022, the mega-retailer has been flatlining. In 2023, net sales dropped $1.7 billion, or 1.6%, and declined again in 2024, though comparative year-to-year sales were up about 1% (2023 was a 53-week year).

In May, Target reported first quarter earnings, including net sales of $23.8 billion compared with $24.5 billion in 2024. The company cut its annual sales projections and said it expects a low-single-digit decline for 2025, after projecting a 1% increase for sales in March.

Target has a current market capitalization of $48.34 billion.