Target’s new “10-4” rule tells workers to smile, make eye contact, and greet shoppers within 10 feet, then offer help within four feet. The company framed the move as a way to “increase connection” during the holiday season. It is a simple idea on paper.
Make stores feel warmer, win back loyalty, and remind customers there are still people behind the red carts and checkout lanes. But the early reaction shows how tricky that promise can be. Shoppers still like human help, just not when it feels scripted.
Retail surveys show shoppers still value human service
The data behind that bet comes from different moments in retail, but it points in a similar direction. A Sensormatic Solutions survey of more than 1,100 consumers found that 64% preferred interacting with in-store associates over robot assistants.
More recently, x-hoppers and Sago found that 60% of shoppers were willing to travel farther for friendly staff, while 49% said they would not return to stores with low inventory. So yes, the human element still matters. On a quick run for paper towels, shampoo, and cereal, a helpful employee can still make the whole trip feel easier.
Self-checkout remains part of the retail balancing act
But there is another side to it. That same Sensormatic survey found that 55% of consumers “always” or “usually” use self-checkout in stores. Target has leaned into that demand too. In May 2025, the retailer said its Express Self-Checkout lanes, limited to 10 items or fewer, had expanded to most of its nearly 2,000 stores after shoppers said they wanted more choice in how they paid.
In practical terms, that means many customers want speed and service, depending on the moment. Anyone stuck in a long line already knows the difference.
Target sales pressure goes beyond a scripted smile
That is why the 10-4 policy matters beyond a simple greeting rule. In its third quarter 2025 earnings release, Target said net sales fell 1.5%, comparable sales dropped 2.7%, comparable store sales fell 3.8%, and operating income declined 18.9% from a year earlier.
Can a scripted smile really fix that on its own? Target’s latest strategy suggests the answer is no. This month, the retailer said sales and traffic improved late in the fourth quarter and unveiled a 2026 plan with a $1 billion operating investment, plus hundreds of millions of dollars in extra store payroll and training, to deliver a more consistent in-store experience.
That sounds closer to the real challenge. Not just smiling more, but staffing, stocking, and running stores better.
What shoppers should keep in mind about Target’s strategy
So what should shoppers keep in mind? To a large extent, this is not a fight between people and machines. It is a test of balance. Friendly service still matters, but so do full shelves, shorter waits, and the option to get in and out without a forced conversation.
At the end of the day, that may be the lesson for Target and for retail more broadly. The best store experience feels helpful when you want it, and invisible when you do not.
The press release was published on Target Corporate.
