Target Introduces New 10-4 Customer Service Policy Amid Ongoing Boycotts

Target is rolling out a new customer service initiative this holiday season, even as many shoppers continue to boycott the brand. For those who are still visiting Target, the retail giant has introduced what it calls the “10-4 policy.” The idea is simple: Target associates must acknowledge customers within 10 feet by smiling, making eye contact, or giving a friendly wave. If an employee gets within four feet of a customer, they are required to offer a warm, personal greeting.

According to Target leadership, the policy is part of a broader effort to reshape the company’s image after a challenging year marked by backlash surrounding its DEI policies. By increasing positive interactions, Target hopes to create a more welcoming environment and rebuild trust with shoppers.

But not everyone thinks the new rule is a good idea. The reactions online have been mixed, with some shoppers saying they appreciate friendliness, while others insist they prefer to browse without interruption. Many say that constant smiling and waving feels forced, and they find the extra attention uncomfortable.

So what do you think? Is Target’s new 10-4 strategy helpful or intrusive? Do you enjoy being approached while you shop, or do you prefer to be left alone until you need assistance?