Target’s New Year-Round Price Matching May Make it an Attractive Camera Shop


The war between brick and mortar stores and online retailers ended a long time ago — online retailers won. “Showrooming” was born and the B&M store became no more than a place to try before you went home to buy online. Worst case scenario you needed something right away that you would then return once your online order arrived. It’s not pretty, but that’s the reality of it.

This last holiday season, in an attempt to win back some traction in the fight, Best Buy offered to match online pricing on any item. This offered a great “have your cake and eat it too” scenario for consumers; but now the holiday season is over and people are back to shopping online. Well, Target is looking to change that, and not just during the holidays.


In a recent statement, Target’s chairman, president and CEO Gregg Steinhafel announced that the company will begin matching Amazon’s prices year-round starting sometime in the near future. In addition, Steinhafel also explained that:

If a customer buys a qualifying item at Target and then finds an identical item for less in the following week’s Target circular or within seven days on either,, and, Target will match the price.

We’ll be curious to see how this affects the market whenever it actually does happen. There’s little doubt WalMart, Best Buy and the like will follow suit, but how long will they be able to keep it up? And how will Amazon react? All is left to be seen. For now just content yourself with the fact that you may soon have a go-to place in town to get your camera gear on the cheap — plus tax, but minus shipping costs.

(via MarketWatch ia Engadget)

Image credit: Photo illustration based on Target by kevin dooley, and P04+ Exterior by j.reed

  • kyoshinikon

    Uh target doesn’t carry f/2.8’s or Speed graphics…

  • Ben

    right, but target carries very few cameras any of us would want?

  • Rob S

    Dont be so sure about online “winning.” I am a huge online buyer but this last Christmas I did some reverse showrooming – I did the research online and then picked it up at a Brick and Mortar.

    I live in Colorado and some online retailers are now collecting Colorado sale tax. And if the price is close, I will skip the wait. I am about to buy a new TV and while I looked at all the Amazon reviews, I am going to buy it at Costco. Why? Because a significant number of Amazon buyers have had to return theirs and while they got replacements, it took time. If I have an issue it will go back to Costco and I will get a replacement the same day.

    I recently had a horrible experience with Amazon and Beach Camera. Long and short since I bought it from Beach but fulfilled by Amazon neither wanted to fix the issue. I will think hard about any purchase that is “through” Amazon but not “from” Amazon in the future.

    As for cameras at Target, I got my daughter a Pentax WG-2 at a great price and I have seen some nice deals on Canon kits (if you are into that kind of thing :). Depending on the store I have even seen some nice mid grade tripods and bags. Remember not everyone wants/needs top of the line.

  • Elise

    Uhm, I work at Best Buy.. we do this year round as well.. and if the price drops after 30 days you can have the difference.. =/ We win.

  • whoopn

    Nikon requires all retailers to sell their goods at the same MSRP

  • Sterling

    Good point. Although I buy quite a bit of stuff through Amazon, it seem that lately I’ve been using Amazon more as a review site so I can buy items locally.

  • Antonio Carrasco

    The problem is that target mainly only carries point and shoot cameras.
    Also they have to charge sales tax, so if you buy a thousand dollar camera, even if it is price matched, it is still more expensive than internet ordering.

  • nate

    Target carries cameras that are worth owning? I only ever see basemodels and outdated models.