Target Ends Price-Matching Policy: NY Times

Target is ending its price-matching policy, effective July 28, according to a report by The New York Times. The policy allowed shoppers to buy items at the lower price if they found it elsewhere. Starting next week, price matching will only be permitted for items sold on Target's website or in its stores, not at other retailers.

Target, the U.S. retailer, has announced the termination of its long-standing price matching policy, effective July 28, 2025. This policy, which allowed shoppers to purchase items at the lower price if found elsewhere, will no longer be applicable to products sold at competitors' stores or websites. The change will only permit price matching for items sold on Target's website or within its physical stores.

The decision to end the price matching policy comes after 12 years of implementation. Target spokesperson confirmed that the majority of shoppers use the policy to compare prices within Target's own system rather than with other retailers [1]. The retailer aims to focus on everyday low prices and Target Circle deals, a free membership program offering special discounts and deals [2].

Target's move to end external price matching is a strategic shift aimed at controlling costs and improving profit margins. By eliminating the need to match competitors' prices, Target can concentrate on maintaining its own competitive pricing and brand value. This decision follows a significant decrease in Target's first quarter earnings, down from $24.5 billion in 2024 to $23.8 billion in 2025, partly attributed to reduced customer traffic and a backlash to diversity initiatives [3].

Investors should closely monitor Target's Q3 earnings, shopper feedback, and price perception in the coming months to gauge the impact of this policy change. While some shoppers may express discontent with the change, Target's focus on value and affordable pricing could potentially strengthen brand loyalty and trust in the long run.

References:
[1] https://abcnews.go.com/GMA/Living/target-end-longtime-price-matching-policy-find/story?id=123935014
[2] https://economictimes.indiatimes.com/news/international/us/target-to-end-12-year-price-match-policy-with-amazon-and-walmart-by-july-28/articleshow/122840442.cms
[3] https://www.themirror.com/money/target-end-price-match-guarantee-1283095