Target Trying to Win Back Customers With Smiles and Eye Contact—But Will It Work?

Target is turning up the charm in its stores just in time for the holidays. Following a year marked by declining sales and shifting consumer habits, the retail giant has announced a new policy that aims to bring warmth back to the shopping experience.

Under a program called “10-4,” employees are now required to smile, make eye contact, and use friendly body language when they are within 10 feet of a shopper. If they get closer than four feet, they must greet the customer directly with a warm, helpful attitude.

“We know when our guests are greeted, feel welcomed, and get the help they need that translates to guest love and loyalty,” said Adrienne Costanzo, Target’s executive vice president and chief stores officer.

The company said this initiative is part of a broader effort to improve in-store experiences and re-engage customers during the busiest shopping season of the year. It also aligns with the future vision of incoming CEO Michael Fiddelke, who takes over in early 2026.

Online, some employees expressed skepticism. While a few acknowledged they should already be doing this, others pointed out that employee morale and poor treatment by shoppers make smiles hard to come by.

So far, Target hasn’t confirmed when the new policy officially kicks in or whether there will be consequences for not following it. But one thing is clear: Target is betting on friendliness to bring back foot traffic.