Target is set to end its competitor price matching program, according to a newly leaked employee memo that surfaced on social media on July 21, 2025. The change is scheduled to take effect on Monday, July 28, 2025, marking the end of a pricing policy that has been a key part of Target’s competitive strategy for over a decade.
Background on Target’s Price Matching Program
Target first piloted its price matching program during the 2012 holiday season before officially rolling it out year-round in early 2013. The program initially covered a limited number of competitors but expanded significantly by September 2015 to include 29 rival retailers and eCommerce platforms. As of mid-2025, Target was among the last major U.S. retailers still offering competitor price matching.
What the Memo Reveals
The leaked employee memo instructs staff about the upcoming policy update, which will discontinue competitor price matching entirely. It also provides talking points for employees to use when addressing customer questions regarding this shift. This sudden change comes as a surprise to many shoppers who have come to rely on the program to ensure they receive the best prices.
Why This Change Matters to Customers
For many customers, competitor price matching has been an important tool to save money and shop with confidence at Target, knowing they wouldn’t miss out on better deals elsewhere. Ending the program may cause frustration and potentially push some shoppers to seek alternatives that still offer price guarantees.
What’s Next for Target Shoppers?
Customers concerned about this change should:
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Monitor Target’s official communications for updates or new savings programs.
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Compare prices independently to ensure they get the best deal.
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Provide feedback to Target through customer service channels to express their concerns.
While businesses need to evolve their strategies to stay profitable, removing popular programs like competitor price matching can risk alienating loyal customers. Target’s decision will likely spark debate as shoppers adjust to this new policy landscape.