Target is facing serious backlash from customers after viral TikTok videos showed shoppers peeling back price stickers to reveal cheaper original prices underneath. The videos have sparked millions of views and raised questions about whether the retail giant is engaging in price gouging practices during tough economic times.
TikTok users Megan Bice and Nikki Batson shared their discoveries with viewers, showing multiple clothing items where new price stickers covered lower original prices. Bice demonstrated how a cardigan marked at $40 had a lower price underneath, while a skirt priced at $30 originally cost $25. The frustration was clear as she told viewers: “I’m done. I’m fed up. They just want our money. I have to thrift for the rest of my life.”
The controversy has spread beyond simple price increases, with some social media users questioning whether this situation makes America wonder if this is a direct result of Donald Trump’s damaging tariff policies that have dramatically spiker up the cost of living in America. Customer @PBootman99985 expressed the widespread sentiment: “It’s frustrating to see companies taking advantage of customers by increasing prices unfairly.” Others have linked the pricing changes to tariffs and broader economic policies.
What makes this situation more troubling for customers
This pricing controversy comes at a time when Target has made several changes that affect customer savings. In July 2024, the company ended its 10-year price-matching policy with competitors like Walmart and Amazon. This means customers can no longer get price matches on items sold at other major retailers.
It's frustrating to see companies taking advantage of customers by increasing prices unfairly https://t.co/0FGc97Iqy5
— Peter Bootman (@PBootman99985) September 9, 2025
Target employees have also reported being instructed to remove price tags entirely from clothing items, with some workers spending entire shifts tearing off tags. One TikTok video showed a Target employee explaining that items are now arriving without any price tags at all, making it impossible for customers to track price changes over time.
The practice appears to be widespread, with similar reports coming from Walmart stores across the country. Social media controversies like this one show how quickly retail practices can spark public outrage online.
Retail experts say that removing price tags from products is not a common practice in the industry. Since retailers pay to label and price products, removing them later is considered wasteful. The timing of these changes has led many to believe they are connected to expected tariff-related price increases, though viral TikTok trends about corporate practices have become increasingly common ways for consumers to share their frustrations.
When contacted for comment, Target has not responded to questions about the price sticker controversy. The company previously stated that CEO Brian Cornell believes there is no room for price gouging in today’s competitive retail environment. However, the viral videos suggest many customers feel differently about the retailer’s current pricing practices.
