Target’s Checkout Change Sparks Outrage, Boosts Walmart’s Shopper Base

Target customers are upset with a new policy at the store that only allows self-checkout for purchases of 10 items or fewer.

Many have expressed frustration, stating they plan to shop at competitors like Walmart instead because of this restriction.

Frustration Over Target's Self-Checkout Limits

After a pilot test revealed that limiting self-checkouts to customers with ten items or fewer could double checkout speeds, Target converted many of its self-checkout stations to express lanes, as reported by The U.S. Sun.

Despite these intentions, many Target shoppers have voiced dissatisfaction, claiming the new system has not improved their experience. "Target, ten items or less in the self-checkout is an asinine policy," one customer expressed on X, formerly known as Twitter. "You're just going to annoy and alienate customers."

This sentiment was further amplified by another shopper's experience on a busy Saturday morning. "Target limiting self-checkout to ten items or less and then only having two cashiers open on a busy Saturday morning is just??????? Why????????" they questioned in a frustrated post.

The complaints are widespread, with several customers reporting similar situations nationwide at Target locations. One displeased shopper wrote, "OK, Target, you cannot have it both ways. If you stop the self-checkouts, you need more than two cashiers; otherwise, open back up the self-checkout."

Customers have clarified that waiting 20 minutes in line to check out is unacceptable, prompting discussions about the practicality of such policies. As Target navigates customer feedback and operational adjustments, the success of this checkout strategy remains to be seen.

Also Read: Walmart Streamlines Operations, Announces Closure of Another Store, Affecting Local Job Market

Target Rolls Out Express Checkout Lanes

Target introduced express checkout lanes in March following a successful test in 200 stores, aiming to speed up shopping during peak times. "While the hours of operation may vary based on store needs, Express Self-Checkout will be available during the busiest shopping times," Target announced, as reported by USA Today.

In addition to the express lanes, which are limited to customers with ten items or fewer, Target will open more lanes operated by clerks. This move caters to those with fuller carts, those needing extra assistance, or shoppers who prefer a personal touch to speed up their store exit, the company explained.

According to Target, each store's management can adjust the availability of manned lanes and self-checkout hours to best suit their location's needs. This flexibility ensures all customers have a smoother, more efficient shopping experience tailored to their specific demands.

As Target launches its new express checkout lanes, other retailers are also adapting their strategies in response to ongoing challenges.

According to The Street, theft has not decreased despite efforts remained the same, and customers continue to report issues with self-checkout systems. This has prompted retailers to explore various solutions to maintain efficient transaction flows.

Walmart, for example, has experimented with either removing or minimizing self-checkout areas at some locations to manage these issues better.

Meanwhile, Safeway has maintained its self-checkout kiosks but added extra security measures such as receipt scanners and physical barriers. These additions help prevent theft, particularly of high-value items, by making it harder for thieves to leave the store unnoticed.

Similarly, Target has decided to restrict its self-checkout kiosks to customers purchasing ten items or fewer. This policy, set to start on March 17, will be implemented across approximately 2,000 Target stores in the U.S.

This move is part of Target's broader strategy to streamline shopping experiences and enhance security at their locations.

Related Article: Target's New Age Check Policy Sparks Outrage Among Mall Shoppers