Target is reportedly implementing a new ’10-4′ policy that is already proving to be a little controversial.
According to the company, employees will be expected to “smile, make eye contact, wave, and use friendly, approachable, and welcoming body language” when within 10 feet of a guest, according to a USA Today report on the changes. If they are within four feet of a shopper, employees will be taught to “personally greet the guests, smile, and initiate a warm, helpful interaction.” The company told the outlet that this is going to be part of an effort to “elevate the shopping experience.”
“We know when our guests are greeted, feel welcomed and get the help they need that translates to guest love and loyalty,” said Adrienne Costanzo in a statement.. “Heading into the holiday, we’re making adjustments and implementing new ways to increase connection during the most important time of the year powered by our team.”
It is unclear when this policy change will be officially implemented, or how employees would be reprimanded for not adhering to said policy.
Incoming CEO Michael Fiddelke believes this “elevation” is an important part of achieving his goals for the company.
“My history with the company also deepens my sense of responsibility for where Target goes next, and I step into the role with an urgent commitment to drive growth and deliver better results,” he said over the summer. “And to be clear, we have work to do to reach our full potential. Now’s the time to take full advantage of our strengths, embrace change with pace and purpose, and regain our momentum.”
Target has seen a number of boycotts from shoppers displeased with prominent Pride Month displays and DEI practices, so this could be part of the company’s efforts to win back shoppers with a friendly, service-oriented experience.
However, if X reactions are anything to go by, this policy may be missing the mark:
Creepy.
— Joely Valentine (@ValentineJoely) November 11, 2025
@Target won’t work!
— I HATE TIM WALZ (@MAGAUS444) November 11, 2025
God I hate minnesota nice and Target is taking it nationwide
— Tanner (@sominboy27) November 11, 2025
Id be 10x happier shopping at target if their online shoppers fulfilling orders didn’t have their devices on max volume with the most annoying noises. Edina being the worst one
— SkolsNgoals (@SkolsNgoals) November 11, 2025
Creepy, I prefer smiles from people that want to smile, not those that have to smile.
— MinnnesotaFan (@MinnesotaFan92) November 10, 2025
I got written up at a target location when i was an employee for being late to my break because i was stopped by a “guest” that had a question. Late to break
— Fignuts (@JDavis763) November 10, 2025
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Sierra Marlee is a millennial whose hunger for the truth in a world of fake news has led her to write. Marlee also contributes to BizPac Review.
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