What has long been a staple of Minneapolis-based Target is going away. For 12 years, shoppers at the red circle retailer have been able to price match on products found at Walmart or Amazon for lower prices.
But the country's second-largest retailer is doing away with the practice.
Target confirmed on ABC News this week that it was updating their "Price Match Guarantee" policy, removing the price match with competitors and only keeping the match for products with price differences that were sold in their own stores or website.
"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 and deals," a Target spokesperson told ABC News in a statement.
The change is expected to go into effect July 28.
It's not an unusual practice for retailers. Another Minnesota-based retailer, Best Buy, has long had a price match policy.
Target implemented their price matching in 2013 becoming the first brick-and-mortar retailer to install a match for online retailers.
It's been a bit of a tough stretch for Target. In Q1, the retailer announced sales fell more than expected and warned they will slip this year as consumers - worried over the impact of tariffs - pull back on spending.
Target CEO Brian Cornell warned in May of "massive potential costs" due to tariffs, saying the company would raise prices as a "very last resort."
"The difficulty level has been incredibly high given the rates we're facing and the uncertainty about how these rates in different categories might evolve," Cornell said. "We're focused on supporting American families and how they manage their budgets."
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Sales fell 2.8% to $23.85 billion in the first quarter, and that was short of the $24.23 billion Wall Street expected, according to FactSet. Sales were also down from the $24.53 billion the company reported during the same period last year.
There are other changes afoot at the Minneapolis-based company, including installing a new office to be led by Chief Operating Officer Michael Fiddelke would focus on making faster decisions to help accelerate sales growth.
They also announced recently that commercial unit employees are being asked to return to the office at least three days a week starting in September as the company slowly ends their work-from-home policies.
In a statement Target said about the decision, "team members tell us they see the benefit from the in-person connection and collaboration that's a part of being in the office. At this point, individual leaders are empowered to make decisions for their teams based on company guidance as well as what's best for the role they play in our business."
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