Objective: Eliminate identical cost comparisons among retail stores
In a significant move, American retail giant Target has announced an end to its price matching policy with competitors, including Amazon and Walmart, effective from July 28, 2025. This change marks the conclusion of a policy that has been in place since 2013, allowing customers to purchase items at competitor prices if those prices were lower than Target's.
The decision to end the policy comes as Target grapples with ongoing financial challenges. The company has experienced revenue stagnation since 2021, and its share price has taken a significant hit. According to Target's analysis, most customers were price matching Target's own prices rather than those of competitors, reflecting a strong value perception among shoppers. By ending price matching outside of Target's own online and in-store prices, the company aims to be more financially disciplined amid rising costs, tariffs, and inflation pressures.
Target will continue to match prices only between its own online platform and stores, ensuring that customers continue to benefit from competitive pricing within the Target ecosystem. This shift reflects Target's strategy to rely more on customer loyalty and exclusive brands rather than competing on price with major rivals.
Walmart, another major retailer, made a similar move in 2019 when it discontinued its Savings Catcher programme, which allowed customers to request price adjustments if they found lower prices at competitors.
Target's decision comes as the retailer undergoes a large business turnaround. The company has faced consumer backlash and a shifting tariff environment this year. Target's CEO, Brian Cornell, has stated that price hikes are a "last resort" for mitigating tariff impacts. The retailer has also been negotiating with vendor partners and changing the country of production where possible to manage costs.
Target's free-to-join membership program, Target Circle, offers additional benefits to loyal customers. Shoppers can request price matching at the time of purchase or within 14 days afterward, according to Target's policy. Target aims to deliver consumers outstanding value and give them confidence to choose Target.
Sources: [1] Target Corporation. (2025). Target Announces End to Price Matching with Competitors. Retrieved from
- In light of financial difficulties, Target decided to terminate its price matching policy with competitors, including Amazon and Walmart, from July 2025, aiming to exercise more financial discipline amid rising costs, tariffs, and inflation.
- Walmart made a similar move in 2019, discontinuing its Savings Catcher program, reflecting a trend among retailers to focus on customer loyalty and exclusive brands rather than competing solely on price.
- Target will continue to match prices only between its own online platform and stores, indicating a shift towards relying on customer loyalty and exclusive brands instead of competing on price with major industry rivals.
- Target's free-to-join membership program, Target Circle, allows loyal customers to request price matching at the time of purchase or within 14 days afterward, demonstrating the company's commitment to delivering value to consumers while encouraging brand loyalty.
