The abrupt end of Target’s decade-long price match guarantee for competitors like Walmart and Amazon has ignited a firestorm among budget-conscious shoppers. Effective July 28, 2025, the retail giant confirmed to Axios that it will no longer honor lower prices from major rivals—a move leaving loyal customers feeling “betrayed” and “emotionally unwell.”
What Changed in Target’s Price Match Policy?
Previously, Target allowed in-store price adjustments for identical items sold cheaper at approved competitors, including Walmart, Amazon, and Best Buy. The updated policy now only matches discrepancies between Target’s website/app and physical stores. A Target spokesperson stated on July 29, 2025: “Guests overwhelmingly price match Target—not other retailers—reflecting trust in our pricing” (Axios, 2025).
Industry analysts speculate the shift aligns with looming economic pressures:
- The August 1 deadline for expired tariff pauses on consumer goods.
- Persistent inflation driving operational cost-cutting.
- Strategic focus on Target Circle loyalty program benefits over external matching.
Shopper Backlash Erupts Online
Social media platforms exploded with reactions within hours of the policy change. TikTok user LizBeth (@forlizsakes) filmed herself leaving a Target store in disbelief: “Flabbergasted. Betrayed. What’s a mama supposed to do without those savings?” Her video amassed 400K+ views overnight. Other viral reactions included:
- Lindz (@lindzbauer) using funeral-themed audio to caption: “No more price matching…TRAGIC.”
- Spanish-language posts declaring, “I can’t go to Target alone.”
On Reddit’s r/Target forum (290K members), opinions split sharply:
“You found it cheaper? Go buy it there then.”
“Target will die out. Price matching was the only reason to shop in-person.”
“Price measures convenience. Goodwill measures trust—this erodes both.”
Target’s elimination of competitor price matching signals a pivotal shift in retail strategy—prioritizing brand loyalty over aggressive discount battles. While the company cites consumer trust in its pricing, shoppers’ visceral reactions reveal profound frustration in an inflationary economy. For families relying on price-matching to stretch budgets, this policy change may redirect dollars to Walmart, Amazon, or coupon-focused retailers. Verify current adjustments at Target’s official policy page and share your experience with our consumer team.
Must Know
Q: Did Target completely end price matching?
A: No. Internal matching (online vs. in-store prices) continues. Competitor matching for Walmart/Amazon ended July 28, 2025 (Target Corporate Statement, July 2025).
Q: Why did Target change its policy?
A: Target claims data shows most customers matched internal prices, not competitors’. Experts cite inflation and tariff uncertainties (Retail Economics Journal, 2025).
Q: Which retailers were previously included?
A: Amazon, Walmart, Best Buy, CVS, and 12+ major retailers. The full list was on Target’s website pre-July 28 (Consumer Reports, 2024).
Q: Can I still request retroactive price adjustments?
A: Only for Target.com vs. store price gaps within 14 days of purchase. Competitor adjustments are discontinued (Target Policy Update, July 2025).
Q: How are employees handling customer complaints?
A: Staff are directed to redirect shoppers to Target Circle deals. Training materials emphasize “value transparency” over matching (Axios, July 2025).
Q: Will this affect Target’s sales?
A: Analysts predict short-term backlash but note 73% of Target’s revenue comes from private-label brands less vulnerable to price wars (Forbes Retail Analysis, Q2 2025).
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