You’re standing in the middle of a Target aisle, holding a LEGO set or a toaster, and you pull out your phone. You see it’s five bucks cheaper at Walmart. Naturally, you head to the register expecting a quick price adjustment.
But things aren't that simple anymore.
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Honestly, if you haven’t checked the news lately, you might be in for a rude awakening at the Guest Services desk. For over a decade, Target was the king of "we’ll match anyone." That era is officially over. As of late 2025, Target has fundamentally gutted its price-match policy.
Does Target Match Walmart Prices in 2026?
The short, somewhat painful answer is no. Target no longer matches Walmart's prices. It doesn't match Amazon either. Or Best Buy. Or any of the other 25+ retailers they used to have on their "approved" list. This change actually kicked in back in July 2025, and it caught a lot of loyal shoppers off guard.
Basically, Target decided to "simplify" things. They claimed that most of their customers were already matching Target prices against... well, Target. So they stopped looking at the competition entirely. If you find a lower price at Walmart.com or in a Walmart circular, the Target cashier is now trained to politely tell you they can't do anything about it.
It’s a massive shift. For twelve years, we all walked into Target with the confidence that we wouldn't overpay. Now, that safety net is gone.
What Target Will Still Match
So, if they aren't looking at Walmart, what are they looking at?
Target is now strictly "internal-only." They will match their own prices. If you’re in a physical store and you see that Target.com has the item cheaper, they’ll honor that. You can also get a match if the price drops within 14 days of your purchase, but again, only if the drop happens at Target.
Here is the breakdown of what actually qualifies:
- Target.com Prices: If you're in the store and the website is lower, you're good.
- The Target App: Just make sure your app is set to the specific store location you're standing in.
- 14-Day Price Protection: If Target puts that sweater on sale a week after you bought it, bring your receipt back.
It’s a narrow window. Sorta frustrating if you’re a bargain hunter, but it’s the new reality of the "Big Box" wars.
The "Identical Item" Trap
Even with their internal matching, they are incredibly picky. The item must be a 100% identical match. We’re talking the same brand, same model number, same size, same weight, and even the same color.
If you find a 24-pack of AA batteries on the website but the store only has the 20-pack? No dice. If the website has the "Ocean Blue" Nintendo Switch on sale but the store only has "Neon Red"? They won't match it.
Why the Policy Changed (The Business Side)
Retail analysts like Neil Saunders from GlobalData have pointed out that this wasn't just a random whim. Target has been facing some heat—declining foot traffic and tighter margins. By ending the "Walmart match," they stop the "race to the bottom" on pricing.
When you match a competitor, you’re often losing money on that sale just to keep the customer happy. Target is betting that you'll stay for the "Target experience"—the Starbucks at the front, the cleaner aisles, and their exclusive brands like Good & Gather or Heyday—even if they’re a few cents more expensive than Walmart.
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Major Exclusions You Need to Know
Even if you’re just matching Target against itself, there are hurdles.
- Third-Party Sellers: Anything sold by "Target Plus Partners" is excluded. If it isn't sold directly by Target, they won't touch the price.
- Clearance and Liquidation: If the website says "Clearance," the store won't match it. They consider clearance to be store-specific or inventory-dependent.
- Alaska and Hawaii: If you’re shopping in the islands or the tundra, most online price matching is off the table entirely.
- No Screenshots: Do not try to show the cashier a screenshot you took three hours ago. They require you to pull up the live website or app on your phone so they can verify the item is actually in stock.
How to Save Money Now That Price Matching is Dead
Since you can't use Walmart as leverage anymore, you have to be a bit more tactical.
First, get on Target Circle. It’s their free loyalty program. Most of the "deals" people think are price matches are actually just Circle offers that apply automatically at checkout if you put in your phone number.
Second, use the Target RedCard (now often called the Circle Card). That 5% discount on every purchase is basically a permanent price match. If Walmart is $20 and Target is $21, your 5% discount brings the Target price down to $19.95. It’s a tiny win, but it adds up.
Third, check the 14-day window religiously. If you buy something expensive, keep that receipt in your car. Check the app once a week. If that price nudges down, go to the Guest Services desk. They won't do it automatically; you have to ask.
Real-World Example: The Diaper Dilemma
Let’s look at a real scenario. Say you’re buying Huggies Little Movers (Size 4, 66-count).
- Target Price: $28.49
- Walmart Price: $28.22
- Result: Under the old rules, Target would give you those 27 cents back. Under the 2026 rules, you pay the full $28.49 unless Target.com specifically lists it lower.
Is 27 cents a dealbreaker? Probably not. But on a $500 television or a $200 vacuum, the gap between Target and Walmart can be $40 or $50. In those cases, you’re better off just driving across the street to Walmart.
Actionable Steps for Your Next Trip
- Download the Target App before you go. Use the "Scan" feature in the store to see if the online price is lower than the shelf tag.
- Verify the Seller. If you're looking at a price online, make sure it says "Sold and fulfilled by Target."
- Keep Your Receipts. Digital or paper, you need them for that 14-day price adjustment.
- Check Competitors First. Since Target won't match them, if Walmart or Amazon is significantly cheaper, buy it there first. Don't assume Target will "make it right" at the register.