Why Target Abruptly Ends Its Price Matching Policy

No more Walmart comparisons. Only internal price adjustments between Target stores and Target.com within 14 days of purchase. Target’s internal analysis revealed something crucial: price matching trains customers to disloyalty.

The policy was conditioning shoppers to hunt for better deals instead of trusting Target’s value proposition. Why Target Abruptly Ended Its Price Matching Target’s sales declined from $24.5 billion in Q1 2024 to $23.8 billion in Q1 2025. That’s nearly a billion dollars in lost revenue. Comparable sales dropped 3.8%.

Store traffic fell 5.7%. Even digital growth slowed to just 4.7%. In a statement, Target stated that shoppers “overwhelmingly price match Target and not other retailers,” implying that most customers use the policy to match prices within Target, not against Amazon or Walmart.

The Industry Context Changes Everything This move eliminates one of the last major price-match safety nets in big-box retail. Walmart killed its Savings Catcher in 2019. Amazon never offered price matching at all. Target was holding onto a customer acquisition strategy that had become a margin killer…