Target abandons price matching with competitors

In the United States, Target has officially rolled out significant changes to its price-matching policy as of July 28, 2025. This new policy restricts price matching to products purchased within the last 14 days from either a different Target location or Target.com, effectively terminating its previous practice of matching prices from competitors like Walmart, Best Buy, Amazon, and Toys 'R' Us. The decision comes as part of the retailer's strategy to streamline its practices and focus more on customer purchases within its own stores or website. The motivation behind this shift appears to be partly due to Target's need to adapt to recent retail challenges, including a nearly 4% drop in sales reported in the first quarter of the year. Analysts attribute this decline to reduced spending on nonessential items and a decline in consumer confidence amid rising inflation and economic uncertainty. As consumers increasingly seek the best deals during critical shopping periods, such as back-to-school season, experts suggest that Target's decision to eliminate broader price-matching could potentially drive customers to other retailers that offer more competitive options. Industry experts weigh in on the implications of Target's policy modifications, noting that customers may turn to other price-matching practices offered by competitors. Walmart, for instance, maintains a similar policy that limits price matches to its own stores or website. In contrast, Best Buy continues to offer price matching against competitors as long as the items match in brand, model, number, and color. This divergence in policies highlights a trend among major retailers in managing price competition in an era where consumers use multiple platforms for shopping. Overall, while Target's recent alterations in its price-matching policy may streamline its operations, they pose risks of losing customers who are now empowered with access to price comparison tools and apps. Some analysts believe that this decision could not only deter new customers but also alienate loyal ones who may seek better deal opportunities elsewhere. Moving forward, it remains to be seen whether Target will revert to or modify its price-matching practice based on consumer responses and market dynamics.