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Target to Match Online Prices of 29 Rivals

Walmart’s latest layaway program may have launched in August but Target is doing whatever it takes to tempt shoppers to start their holiday shopping two months before Black Friday begins.

Kicking off October 1, the Minneapolis-based retailer will match the online prices of 29 of its competitors, including warehouse clubs Costco and Sam’s Club, both in store and on

In addition, customers will now have up to 14 days to get a price adjustment.

Up until now, Target matched the prices of just five online rivals, only at its brick-and-mortar locations and within seven days. These updates to the retailer’s price-match policy emphasize its aim to provide a seamless experience across all channels.

“So no matter how or where you like to shop, you can feel confident that you’re getting the best value,” Target said in a statement released Wednesday.

The list of qualifying e-tailers includes online behemoth Amazon, as well as the e-commerce arms of Babies “R” Us, BuyBuy Baby, Dick’s Sporting Goods, J.C. Penney, Kmart, Kohl’s, Macy’s, Sears and Walmart.

Target will price-match in stores if shoppers can show proof of price on a mobile device or a printout from a qualifying competitor’s website, while online consumers can call customer service in order to get a cheaper price. For an item to be eligible, it must be the same brand name, size, weight, color, quantity, and model number.

Walmart made a similar move last November, updating its own policy to match the online prices of 30 e-tailers but, unlike Target’s program, that doesn’t include sites that require memberships. J.C. Penney, meanwhile, only price-matches products available at local brick-and-mortar competitors.