One of Target’s long-standing perks is about to shrink. Starting July 28, the retail giant is scaling back its price match policy — a benefit many shoppers have come to rely on for small but meaningful savings. This change shifts how customers compare and shop at Target, especially against major competitors like Amazon and Walmart.
What’s Changing?
Since 2013, Target allowed customers to request a refund for the price difference if they found the exact same item at a lower price on Amazon, Walmart, or even another Target store or online — all within 14 days of purchase. That generous policy is coming to a close.
Under the new rules, the price match window still lasts 14 days, but only applies if the lower price is found on Target’s own site or in its stores. Price differences from Amazon or Walmart will no longer qualify for a match.
This adjustment significantly narrows the options for savings-savvy shoppers who often cross-check prices between retailers.
Why Now?
Instagram | teamtarget | CEO Brian Cornell noted that five months of declining consumer confidence are impacting spending.
The decision follows a turbulent stretch for Target. Sales at stores open for at least a year dropped 3.8% compared to the same period last year. Executives pointed to multiple contributing factors: uncertainty surrounding tariffs, a pullback in consumer confidence, and backlash related to changes in the company’s diversity and inclusion programs.
During a recent earnings call, CEO Brian Cornell addressed the challenges. He noted that five straight months of declining consumer confidence have created ripple effects in spending behavior. Additionally, shifting global trade conditions and potential tariffs are putting cost pressures on the business. Cornell warned that the financial impact of new tariffs could be substantial, though he added that Target has plans in place — such as adjusting its supplier base and product lines — to help balance any additional costs.
How Does This Affect Shoppers?
For everyday customers, this means less flexibility when it comes to scoring the best deal. Before, it was possible to snag a product from Target and later benefit from a lower Amazon price within two weeks. That kind of cross-platform savings strategy won’t work anymore.
Instead, price-conscious shoppers will need to stay within the Target ecosystem — watching for in-store markdowns, checking the website frequently, and using Target Circle offers wisely. The savings won’t vanish completely, but the strategy behind getting them just got more limited.
What About Other Retailers?
Target isn’t the only one tightening the belt. Amazon has never offered a price match policy, and Walmart ended its version back in 2019. Retailers across the board are re-evaluating policies that affect profit margins as they navigate inflation, supply chain shifts, and changes in consumer behavior.
What sets Target apart is that its former price match policy was a key part of its customer-first appeal — something that built loyalty among deal-hunting shoppers. Walking away from that might carry risks, especially in a retail environment where customer trust and value are everything.
Looking Ahead
Instagram | teamtarget | Investors are keenly awaiting Target’s August 20 earnings to see if new strategies can lift its struggling stock.
Target plans to release its next earnings report on August 20. The stakes are high. With its stock already down 25% this year, investors will be watching closely to see how these changes — including the trimmed-down price match — influence performance moving forward.
If the company can use internal pricing strategies and promotions to maintain shopper interest, it may offset the policy change. But how customers respond once the new rule kicks in could offer early clues about the broader impact.
What This Signals for Retail
Changes like this aren’t just about one company. They reflect a wider trend: retailers shifting focus from competing with e-commerce giants on every front, and instead doubling down on managing costs and preserving margins. For Target, that means keeping pricing competitive — but only within its own walls.
Consumers, in turn, may start thinking differently about where they shop and how they save. Comparing prices is still important, but relying on policies to back up those comparisons is no longer a guarantee.
Retail continues to evolve, and so do the rules of the game. For now, Target’s customers will need to adjust their expectations — and maybe their shopping habits — as one of the store’s most popular perks gets a major overhaul.
