Target denies using shopper data to set higher prices
Target says it does not base price increases on shopper identity or location, nor on time of day or demand peaks, as Walmart also denies similar claims.
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what happened
Target has said it does not use personal data to set higher prices for its customers. The retailer stated that prices are not based on shoppers' identities or locations, and are not changed according to the time of day or periods of high demand.
Price differences may reflect local costs, regulation, competition, or discounts specific to a store or channel, yet every customer on the same platform or in the same location should see the same price. Target Circle, its loyalty program, tracks purchase history to offer relevant deals, but the company says it does not use it to raise prices.
The statement came on Thursday, as rival Walmart this month also denied using digital shelf labels and AI tools, including its Sparky chatbot, for dynamic pricing.
why it matters
Personalized pricing in retail is drawing growing scrutiny from regulators and consumers. Public denials by large chains point to mounting pressure on the sector and may shape reputational risk for retail stocks such as TGT and WMT.
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