Target’s New 10-4 Policy: Why Employees Will Be Smiling More This Holiday Season

Target is bringing a little more warmth to the aisles this holiday season. 

The retailer announced a new 10-4 policy, designed to make shopping feel more personal. It asks employees to smile, make eye contact, and offer a friendly greeting to customers.

According to Target, the policy is part of a broader push to improve in-store experiences and strengthen the company’s connection with guests. 

With the holidays approaching and competition heating up, the goal is to bring back some of that human touch retail once revolved around.

What Is the Target 10-4 Policy?

The Target employee smile rule is simple. If an employee is within 10 feet of a customer, they should smile, wave, and make eye contact. Once they’re within 4 feet, they’re expected to greet the guest directly and offer assistance.

It’s not a punishment-based rule, but rather a company-wide effort to reintroduce genuine friendliness to the store experience. Target says it wants shoppers to feel appreciated and recognized, not just served.

Adrienne Costanzo, Target’s Chief Stores Officer, explained that the change comes from wanting to “increase connection during the most important time of the year.” 

She added that, when guests feel welcomed, it naturally leads to stronger loyalty and satisfaction.

Why Target Is Making the Change

The Target customer greeting policy aligns with incoming CEO Michael Fiddelke’s long-term goals. 

Michael is a 20-year Target veteran who will take over as CEO in early 2026. And he’s been quite vocal about wanting to “embrace change with pace and purpose.”

Retail experts say the shift makes sense. As online shopping continues to dominate, large retailers are leaning into experiences that feel personal and human. 

Smiles, greetings, and genuine warmth can make a difference in how customers feel about a brand, especially during the high-stress holiday rush.

How Employees Are Responding

The reaction from Target employees has been mixed. Some have taken to Reddit to say the 10-4 policy isn’t a big change. Many were already greeting guests as part of their daily routine.

Others have raised concerns about being asked to maintain constant cheerfulness in the demanding retail environment.

One commenter wrote that “the problem isn’t greeting customers. It’s doing it when morale is already low.” Another noted that customers themselves can make things difficult, often walking by without acknowledgment.

Still, there’s optimism that the policy could improve morale if paired with continued investment in pay, staffing, and improved working conditions. 

Target CEO Michael Fiddelke has emphasized that the new rule is about connection, not enforcement.

What It Means for Shoppers

For us, the Target 10-4 policy in 2025 might just mean a few more smiles, waves, and friendly interactions during our next trip. 

Whether we’re picking up groceries, browsing décor, or checking items off a list, the Target holiday shopping experience may feel lighter and more human. 

It’s a small shift in tone, but one that reminds us that, even in an increasingly digital world, a little warmth goes a long way.

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