Target’s latest bid to win back shoppers is leaving customers and workers deeply uncomfortable.
The retail giant rolled out a new in-store rule late last year requiring employees to smile, wave and greet customers based on how close they are standing.
The policy, internally dubbed the “10-4” program, has triggered backlash online from shoppers who say the forced cheer feels awkward and invasive.
Under the rule, Target employees within 10 feet of a customer must smile, make eye contact, wave and use welcoming body language.
Workers within four feet are required to personally greet shoppers, smile and offer help.
The policy was introduced in November as the holiday shopping season ramped up, with executives hoping the added interaction would boost lagging sales.
“We know when our guests are greeted, feel welcomed, and get the help they need that translates to guest love and loyalty,” Adrienne Costanzo, Target’s executive vice president and chief stores officer, told USA Today.
Shoppers were quick to push back.
“I will spend any time at Target making sure I’m not within 4 feet of any employee,” one Reddit user wrote.
“Mandatory performative friendliness isn’t friendliness. I hate feeling like employees are being held hostage,” one user added.
“This is horrible. CUSTOMERS DO NOT WANT THIS,” another commenter said.
Some suggested the chain hand out “DO NOT APPROACH ME” stickers at store entrances. Others said the policy reinforced their decision to stop shopping at Target altogether.
Employees have also spoken out.
“We have all entered our creepy smile era,” one worker wrote on Reddit.
“I promise you: WE DO NOT WANT TO BE DOING THIS EITHER. They force us to and managers will begin to punish us if we do not,” another user claiming to be an employee said, urging shoppers to complain to corporate.
The backlash comes as Target struggles to steady its business.
The retailer reported a 1.5% drop in third-quarter sales and an 18.9% plunge in operating income, with comparable sales down 2.7%, according to its November earnings report.
Target’s stock has also taken a hit, falling about 37% since January 2025.
Leadership has been in flux. Longtime CEO Brian Cornell stepped down at the start of the year. Michael Fiddelke, a 20-year company veteran, took over the role on Feb. 1.
Fiddelke has said improving the in-store experience is one of his top priorities.
“The truth is, the complexity we’ve created over time has been holding us back,’ Fiddelke said in an October memo. “Too many layers and overlapping work have slowed decisions, making it harder to bring ideas to life.”
Target also announced in October that it was cutting 1,800 corporate jobs, about 8% of its headquarters workforce, marking its first major round of layoffs
Retail experts say the policy reflects a broader push to reintroduce human interaction as stores rely more heavily on automation.
“As we automate more, having that personal touch, that personal connection, is very important,” shopping expert Trae Bodge told TODAY.
Target has not said whether employees will be formally disciplined for failing to follow the “10-4” rule, or whether the policy will remain in place long term.
