Target wants its employees to spread some holiday cheer — whether they like it or not, according to a report.
The Minneapolis-based retailer issued a new directive mandating in-store workers smile and make eye contact and either greet or wave to any shopper that comes within 10 feet, according to Bloomberg News.
If a customer steps within four feet, then the service rep is instructed to ask whether they need help or how their day is going, the new guidance said.
Major retailers like Walmart and Disney have long used similar customer-greeting rules that require employees to smile, make eye contact and offer assistance when guests come within a set distance.
The initiative, which is known internally as the “10-4 program,” is the latest effort by management to improve customer experience in the nearly 2,000 Target locations nationwide in the run-up to the holiday season.
Michael Fiddelke, the chief operating officer of Target who will take over as the CEO effective Feb. 1, has indicated that his top focus as chief executive will be to provide consistent guest experience — with an emphasis on clean, friendly stores and faster delivery for online shoppers.
Fiddelke told analysts during the company’s second-quarter earnings call in August that Target must “do better” when it comes to delivering a consistently positive shopping experience.
The company has been testing new store formats and digital fulfillment models to improve efficiency and reduce out-of-stock issues. In Chicago, certain locations are now handling a greater share of online orders, while others focus entirely on in-store service.
Target’s renewed focus on customer experience follows a period of sluggish sales. The retailer reported that comparable sales fell 1.9% year over year in the second quarter of 2025, including a 3.2% drop in-store. Digital sales, however, rose 4.3%.
Executives have pledged to invest about $4 billion this year in new stores, remodels, technology, and supply chain upgrades to restore what one analyst called “the Target magic” that once drew loyal shoppers.
Target’s Chief Stores Officer Adrienne Costanzo told Bloomberg the company is “making adjustments and implementing new ways to increase connection during the most important time of the year.”
The retailer found that key consumer metrics improved when shoppers were greeted or acknowledged, according to the report.
Target shares are down more than 30% this year, compared with a 14% gain for the S&P 500, as cost-conscious shoppers focus on necessities and rivals like Walmart double down on price cuts and remodeled stores.
The company is expected to report third-quarter earnings later this month. The Post has sought comment from Target.
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