Target mandates employees smile and make small talk in bid to lift holiday sales
Target wants its employees to spread some holiday cheer to customers in hopes of boosting sales, according to a report. Christopher Sadowski
Target is putting a new emphasis on friendliness this holiday season — and it’s not optional.
According to a Bloomberg report, the Minneapolis-based retailer has introduced a new policy requiring in-store employees to make eye contact, smile, and either greet or wave at any customer who comes within 10 feet. If a shopper steps within four feet, the worker must ask whether the customer needs assistance or how their day is going.
The initiative, internally dubbed the “10-4 program,” is part of Target’s nationwide push to enhance the customer experience at its nearly 2,000 stores ahead of the busy holiday rush. Similar greeting standards have long been used by major retailers such as Walmart and Disney to create a more welcoming atmosphere.
Michael Fiddelke, Target’s chief operating officer — who will become CEO on February 1 — said his top priority will be ensuring a consistent and positive shopping experience. That includes cleaner, friendlier stores and faster order fulfillment for online customers.
During the company’s second-quarter earnings call in August, Fiddelke acknowledged that Target must “do better” at delivering dependable service and in-stock inventory. The company has been testing new store formats and fulfillment models to boost efficiency, with some Chicago locations now specializing in online order processing while others focus solely on in-person shopping.
Target’s renewed emphasis on customer experience follows a challenging period of slowing sales. Comparable sales fell 1.9% in the second quarter of 2025, including a 3.2% drop in-store. Online sales, however, rose 4.3%. The retailer has pledged to invest roughly $4 billion this year in new stores, remodels, technology, and supply chain improvements — all aimed at restoring what analysts have called “the Target magic” that once set the brand apart.
Chief Stores Officer Adrienne Costanzo told Bloomberg that the company is “making adjustments and implementing new ways to increase connection during the most important time of the year.” Internal research reportedly shows that key customer satisfaction metrics improve when shoppers are greeted or acknowledged.
Despite these efforts, Target shares are down more than 30% this year, compared to a 14% gain for the S&P 500. Many consumers remain focused on essential purchases as competitors like Walmart ramp up discounts and store upgrades.
Target is expected to release its third-quarter earnings later this month. The company did not immediately respond to requests for comment.
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