Target price matching has been a cornerstone of the retailer’s reputation for value since 2013, offering shoppers the ability to receive the best deal at the register. In a move that’s generating buzz across the retail landscape, Target has announced that its price matching policy will officially end on July 28, 2025. The decision marks a pivotal shift after more than a decade of matching competitors like Amazon and Walmart, promising notable changes for regular customers.
Immediate Details on Target Price Matching
The countdown is on for Target shoppers who have grown accustomed to price matching. Target confirmed that from July 28, price matching against retailers such as Amazon, Walmart, and Best Buy will no longer be honored at its stores or on Target.com. Instead, Target will only match its own store and online prices if the price drops within 14 days of your purchase.
A Target spokesperson emphasized that the change aligns with shopper habits, noting, “We’ve found our guests overwhelmingly price match Target and not other retailers, which reflects the great value and trust in pricing consumers see across our assortment and deals”.
Why Is Target Ending Its Price Matching Policy?
Several factors have influenced Target’s decision to sunset this popular policy:
- Declining Sales: Target reported a 2.8% drop in sales for the first quarter of 2025, falling from $24.5billion in 2024 to $23.8billion in 2025.
- Profit Margin Pressure: Rising costs, ongoing inflation, and new tariff threats have squeezed profit margins. Ending price matching is expected to help the company maintain disciplined spending and invest more effectively in stores.
- Changing Industry Trends: Most major competitors have already pulled back on price matching programs. Walmart ended its Savings Catcher program in 2019, and Amazon has never formally offered price matching.
How Target Price Matching Has Evolved
A Brief History
| Year | Policy Start | Key Features |
|---|---|---|
| 2013 | National Launch | Matched prices from Amazon, Walmart, Best Buy, Toys R Us |
| 2015–2024 | Updates | 14-day price match window; expanded to Target.com and Circle deals |
| 2025 | Policy Ends | Price match limited to Target stores and Target.com exclusively |
For over a decade, Target’s guarantee that shoppers could get the lowest price in-store or online helped attract value-focused consumers. The end of this era signals a renewed focus on everyday low pricing within Target’s own ecosystem.
What’s Changing for Shoppers?
In practice, shoppers will see the following:
- No more price matches to Amazon, Walmart, or other external retailers after July 28, 2025.
- Price matching will only apply to identical items within Target stores and online at Target.com, for price drops within 14 days.
- The Target Circle program and in-store promotions remain active and will continue to offer savings and special deals.
Target Price Matching Alternatives
With Target price matching phased out, consumers may want to explore other strategies for finding the best deals:
- Check Target’s own weekly ads for exclusive promotions.
- Use the Target app to compare in-store and online prices easily.
- Take advantage of the Target Circle loyalty program, which continues to provide personalized discounts.
Some competitors, like Best Buy, have retained limited price matching on certain products, although Amazon and Walmart do not offer price matching to other retailers.
Industry Response and What Lies Ahead
Retail analysts view Target’s move as part of the broader shift in retail strategy. Rising costs and cautious consumer spending have pressured all major chains to revisit policies that impact profits. Experts suggest the company is betting on consumer trust in its brand value, exclusive labels, and shopping experience to keep guests coming back despite the policy shift.
Let Us Hear from You
Are you surprised by the end of Target price matching? Will it change the way you shop at Target? Share your thoughts in the comments below and join the conversation with other savvy shoppers!