After more than a decade of promising “unbeatable value,” Target is walking back one of its most customer-friendly policies.
Starting July 28, the retailer will no longer price match Amazon or Walmart — ending a 12-year run that allowed shoppers to snag the lowest price if they could prove a better deal elsewhere. For years, it was a powerful tool in the hands of savvy consumers, especially during the holiday rush or big-ticket purchases.
The company says the change reflects how people actually shop. According to a Target spokesperson, most customers weren’t using the price match to beat Amazon or Walmart — they were using it to match prices within Target itself. So going forward, only prices listed on Target.com or in-store will qualify.
It’s a subtle but telling shift that hints at how tough the retail landscape has become.
Target’s sales are down. Store traffic is slipping. The company admitted earlier this year it’s facing a “challenging environment,” with anxious shoppers cutting back and confidence in the economy taking a hit. While other retailers like Best Buy or Home Depot still offer some form of competitor price matching, it’s clear Target no longer sees it as a lever worth pulling.
Will it affect most shoppers? Maybe not. But for bargain hunters, deal stackers, and the type who scroll Amazon in the store aisles, it’s the end of an era.
Source: cbsnews.com