Target is rolling back a popular savings perk that’s been around since 2013.
Starting July 28, the retailer will no longer price match against competitors like Amazon or Walmart. Shoppers will only be eligible for a price adjustment if they find a lower price at another Target store or on Target.com within 14 days of purchase.
For over a decade, Target allowed customers to get a refund on the price difference if they found the same item cheaper at select rivals. That policy is coming to an end.
Amazon doesn’t offer price matching, and Walmart scrapped its own version in 2019. Now, Target is following suit — narrowing the benefit at a time when shoppers are already tightening their budgets.
The move follows a rough quarter for Target. Sales at stores open at least a year fell 3.8% from the previous year, with executives citing economic uncertainty and consumer backlash over the company’s diversity, equity, and inclusion (DEI) stance.
“We faced several additional headwinds this quarter,” CEO Brian Cornell said during a May call with analysts. He pointed to falling consumer confidence, tariff fears, and negative reactions to the company’s DEI updates.
Cornell warned tariffs could come with “massive potential costs,” but said the company plans to respond by adjusting pricing, products, and sourcing strategies.
Target will report its next earnings on August 20. The stock is down 25% so far in 2025.