Target has a new ’10-4′ policy: Here’s what customers can expect from the retailer’s turnaround plans

You may see more smiles next time you walk into a Target. That’s because the big box retailer is hoping to provide an “elevated” customer experience with it’s new “10-4” policy, requiring staffers out on the floor to smile, wave, and welcome customers within 10 feet—and greet those just 4 feet away, USA Today reported.

Fast Company has reached out to Target for comment.

The policy comes less than three weeks before Black Friday, the day after Thanksgiving, which officially kicks off the busiest and most profitable time of the year. Many stores, including Target, have already begun to roll out their Black Friday sales this year.

Target’s early 2025 Black Friday sales first dropped the first week in November and continue this month online, with week-long deals every Sunday through December 24. That’s as two-thirds of Americans plan to start holiday shopping before Black Friday this year, according to August data from consulting firm McKinsey & Company.

Looking ahead, Target’s official Black Friday sale drops online on Thanksgiving day, Thursday, November 27 and in-store on Friday, November 28, ending on Tuesday, December 2.

Shares of Target (NYSE: TGT) were up nearly 1% in midday trading at $91.40.

Target financials

Target Corporation’s second quarter earnings results beat expectations with $25.21 billion in revenue, versus an expected $24.93 billion, and earnings per share (EPS) of $2.05 versus an expected $2.03.

However, it posted in-store and online traffic declines due both to inflation and consumer economic concerns, as well as boycotts triggered by its rollback on DEI.

The Minneapolis-based retailer announced in October it was cutting 8% of its corporate workforce, or 1,800 positions.

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