Target is set to phase out its price matching policy with competitors, as revealed in a recently leaked employee memo. This change, expected to be enforced by the end of July 2025, may stir up discontent among Target’s shoppers.

The retailer originally introduced this price matching initiative during the 2012 holiday season and made it available year-round starting in early 2013. Initially limited, the policy expanded to cover 29 competitors, ranging from traditional stores to online marketplaces, by September 2015. Despite the shift, Target has remained one of the last major retailers in the U.S. to provide such a service.

As reported, the forthcoming changes will limit price matching solely to Target prices, including those listed on the Target app and its website. Employees will still be instructed to honor lower prices in case of mispriced items.

The leaked memo suggests that customer feedback prompted this policy shift, indicating frustrations regarding checkout delays rather than outright opposition to the price matching program itself. Once these changes take place, GameStop will be the only significant U.S. retailer that maintains a similar price matching strategy, albeit in a more restricted manner.