Let’s talk about what just happened
Imagine walking into Target, spotting that perfect item, and knowing you can get the best deal because of their price match policy. Well, that peace of mind just vanished.
In late July, an internal memo leaked—and it hit shoppers like a ton of bricks. The memo said Target will no longer alert customers when an item is cheaper somewhere else, like at Walmart or Amazon.
From now on, Target’s price match will only apply to its prices—whether in-store, online, in the Target app, or on Target Plus items. In simple terms: Target will only compete with Target.
Target’s explanation vs. shoppers’ frustration
Target says this move is about “delivering value” in other ways — with everyday low prices, Target Circle rewards, and exclusive brands. A company spokesperson even told Retail Dive they’re focused on giving customers confidence to shop at Target.
But let’s be honest — that’s not how people feel.
On TikTok, one shopper posted a video the day the policy changed—July 28 — captioning it: “Just found out Target stopped price matching Walmart and Amazon starting TODAY. I’m flabbergasted. Betrayed. Emotionally unwell. What’s a mama supposed to do without those savings?!”
Reddit users piled on, saying Target is shooting itself in the foot. One wrote: “And like that, Target is going to die out. People already prefer to buy online, and price matching was the only reason to be okay with shopping in person.” Another shopper in Manhattan pointed out, “There isn’t a Walmart in Manhattan. I can’t just go to New Jersey or Long Island every time I need deodorant that doesn’t cost $20.”
Why does this sting so much
For years, Target was a place where you didn’t have to stress. If Amazon or Walmart had a lower price, you could count on Target to match it — no questions asked. Now, that safety net is gone.
Think of all the parents, students, and everyday shoppers who carefully watch every penny. This wasn’t just a perk — it was a lifeline.
Price matching meant you could shop in one place, avoid the hassle of bouncing between stores, and still get the best deal. Now shoppers feel like they’re being told, “If you want savings, go somewhere else.”
Even experts are worried
This isn’t just about a store policy. It’s part of a bigger trend. Economist Paul Traub explained it clearly: companies are under pressure from rising costs and aren’t willing to keep sacrificing profits to please customers.
“Corporations are saying, ‘We can’t let our profit margins deteriorate anymore,’” Traub said in an interview with Fox affiliate WXMI. In other words, business survival comes before customer loyalty.
What this means for your wallet
If you’re used to Target doing the work of checking prices for you, those days are over. Now it’s up to you to compare prices before you shop.
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Here are some tools that can help you stay ahead:
- Google Shopping — search for any product and instantly see prices across different retailers.
- CamelCamelCamel — tracks price history for Amazon items so you know if you’re really getting a deal.
- Honey — a browser extension that not only compares prices but also finds coupon codes.
These tools aren’t as seamless as walking into Target and letting them handle it, but they’re better than paying more than you should.
What shoppers are saying online
Social media is lit up with anger. People are using words like “betrayed” and “disappointed”. Some are even joking that this is the beginning of the end for Target.
One person summed it up on Reddit: “Price matching Walmart at Target was very helpful for a lot of people.”
Another added, “People already prefer online shopping. This was the only reason to step into a store.”
Why Target made this move
Behind all the outrage is a hard truth: price matching competitors’ costs Target money. Every time Target matched Walmart or Amazon, they took a loss on that product.
And with inflation driving up prices everywhere, retailers are under pressure to protect their profits. That memo was clear — this is about tightening the belt.
The company is betting that its other perks — like Target Circle discounts and exclusive brands — will keep people coming back. But judging by the backlash, customers aren’t convinced.
The bigger picture
This isn’t just a Target issue. Across retail, companies are pulling back on perks to stay profitable. Walmart, Kroger, and other big names have also been adjusting policies, restricting some discounts, and even limiting certain items.
What we’re seeing is a shift: corporate priorities are moving from winning over shoppers to satisfying shareholders.
So, where does this leave you?
If you love Target — and let’s face it, a lot of us do — you’re now in a position where you’ll need to do more homework to save money.
The days of walking in and trusting Target to give you the best deal are gone. And that’s why people feel betrayed. It’s not just a policy change — it feels like the store broke an unspoken promise.
The question now is whether shoppers will stay loyal out of habit—or if they’ll start chasing deals somewhere else.
