Target To End Popular Price Match Guarantee on July 28
As rising costs continue to impact household budgets, many shoppers have relied on price matching to stretch their dollars. For years, Target’s Price Match Guarantee allowed customers to request lower prices when they found the same item cheaper at retailers like Amazon and Walmart. That policy, however, is coming to an end.
Target has officially announced that beginning July 28, its longstanding Price Match Guarantee will be discontinued. After that date, the retailer will only match prices found on Target.com or in other Target stores.
“We’re always working to deliver consumers outstanding value… with our everyday low prices, affordable and quality-focused owned brands, and incredible deals,” Target said in a statement shared with Today.
The company also noted that the majority of price match requests came from within Target’s own pricing system, rather than from competitors, suggesting that shoppers already see strong value in Target’s pricing.
“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,” the statement added.
Despite Target’s confidence in its pricing strategy, many shoppers have expressed frustration with the decision on social media.
“No guests complained about this btw… It used to include Best Buy, Costco, GameStop, etc. Greed kills,” one user wrote on X (formerly Twitter).
“Starting next week, Target will only match THEIR OWN prices. What ‘guest feedback’ did they receive that prompted this?” another person commented.
Others, however, say the policy change may not make a significant difference.
“Tbh, Target does well matching Amazon pricing already,” one user wrote. “Many times I check Amazon to price match, and they both have the same price.”
The move reflects a broader retail trend of simplifying policies while emphasizing in-house brands and exclusive deals. Target, like other big-box retailers, has been focusing on maintaining customer loyalty amid increased competition and inflationary pressures.
Shoppers who still want to take advantage of the full Price Match Guarantee have until July 28 to do so. After that, Target will only match its own prices across platforms.