Target will match prices that customers find on identical products at select online competitors this holiday season.
Price matching online competitors is a first for the retailer. Among the rivals Target will price match are Amazon.com, Walmart.com and Bestbuy.com.
The price match program will be effective from Nov. 1 through Dec. 16. Best Buy previously announced its employees will have the discretion to match online merchants' prices.
Retailers are signaling they'll be very aggressive on pricing this holiday season, while also offering shoppers free shipping and other enticements, Edward Jones retail analyst Matt Arnold said.
"It's good to be a consumer that's being catered to on price, convenience, service and all these different things," Arnold said. "From that standpoint, the consumer definitely wins."
From Nov. 1 to Dec. 24, Target stores will also match advertised prices of competing brick-and-mortar competitors, as well as prices found on Target.com.
Arnold said Target's decision is a sign it's determined to keep up with rivals on price.
"It's a move that should keep the playing field even. Consumers are very price conscious and all it takes is one or two aggressors and you wind up with a pretty promotional holiday shopping period," Arnold said. "and it seems like that's what we have coming our way."