Target has ended its 12-year price-matching guarantee, which allowed customers to match prices from competitors like Amazon and Walmart. The policy was abandoned due to an internal assessment that most shoppers were matching prices within Target instead. This change occurs as Target's profits have been declining, with a notable 1% drop in 2024. First-quarter reductions in 2025 profits followed a boycott against the company's diversity policies, leading to reduced foot traffic. Shoppers will now face prices averaging 5% to 13% higher without the matching option.
Target has discontinued its 12-year price-matching guarantee, indicating that shoppers were primarily price matching within Target rather than with other retailers.
Target's profits decreased by 1% in 2024 and continued to decline into 2025, exacerbated by a boycott linked to scaled-back DEI policies.
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