Key Takeaways:
- Effective July 28, 2025, Target will no longer match competitor prices.
- Price matching will still apply to Target’s own platforms and select Target Circle offers.
- Operational efficiency and customer feedback drove the change, with concerns over long checkout lines playing a likely role.
Target is set to eliminate its long-standing competitor price matching program, according to a leaked employee memo circulating on July 21. The change, expected to take effect on Monday, July 28, 2025, marks the end of a 13-year-old policy that has helped the retailer stay competitive during the rise of eCommerce.
A Legacy Program Comes to an End
First introduced during the 2012 holiday season and formalized in early 2013, Target’s price match guarantee allowed customers to request a price adjustment if a competitor offered the same product for less. By 2015, the program expanded to cover 29 major retailers, including online platforms like Amazon and brick-and-mortar giants like Walmart.
As of this summer, Target was one of the last major U.S. retailers still offering this kind of price comparison flexibility. That will no longer be the case starting July 28.
New Policy Focuses on Internal Pricing Only
The leaked internal notice outlines that the updated policy will limit price matching to within Target’s own ecosystem. Customers can still request pricing adjustments for:
- Price differences between Target’s in-store, app, and website listings
- Products on the Target Plus marketplace
- Select deals from the Target Circle loyalty program
- Mistagged or clearance items
This pivot means that customers will no longer be able to request lower prices based on listings from retailers like Amazon, Best Buy, or Walmart.
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Why the Sudden Shift?
According to the leaked memo, “guest feedback” played a central role in the decision. While the wording might suggest that shoppers requested the change, the reality appears more operational. The memo describes the update as a way to make shopping “faster and more seamless”—implying that long checkout times and inconsistent enforcement may have frustrated customers more than the policy helped them.
Target has instructed employees to refer upset customers to the Guest Relations department if they have concerns after the policy change takes effect.
GameStop Now Stands Alone
Once Target exits the price matching space, GameStop will become the only major U.S. retailer still offering competitor price matches—though even that is limited to a few select sellers like Amazon, Best Buy, and Target itself.
Disclaimer: The information in this article is for general purposes only and does not constitute financial advice. The author’s views are personal and may not reflect the views of GameDegen.com. Before making any investment decisions, you should always conduct your own research. GameDegen.com is not responsible for any financial losses.
