Target Circle's radical change in the U.S.: Walmart is already shaking

Target has taken a decisive step with the renewal of its Target Circle 360 loyalty program, which now offers more benefits and greater convenience for its members. These updates, announced in May 2025, could mark a major shift in the competition with Walmart. This is its main rival in the retail market.

Target and its new features

One of the main new features of Target Circle 360 is the elimination of same-day delivery surcharges. Through Shipt, Target Circle 360 members will be able to receive products from more than 100 partner retailers without paying additional fees. This represents a significant advance, since many consumers feel discouraged by the hidden costs of fast delivery. Now, with this elimination of surcharges, Target offers a more transparent and appealing shopping experience.

In addition, users will be able to order products from different stores without worrying about extra charges. This puts Target in a stronger position against Walmart, which is still struggling to offer similar services without increasing delivery costs.

Discount for new members at Target

Target has also launched an exclusive promotion for new Target Circle 360 members. Users who sign up will receive a $20 discount on their first order of $75 or more, as long as they use the same-day delivery option. This offer aims to increase the number of members in the program. It also provides an appealing incentive for those who hadn't considered joining until now.

This marketing strategy not only offers direct value to customers, but also makes it easier for new consumers to join its loyalty system. With this, Target seeks to increase its base of loyal customers and improve its performance in the market.

A direct challenge for Walmart

With these moves, Target is taking the competition with Walmart to a new level. The elimination of delivery surcharges and aggressive promotions put Target Circle 360 in an advantageous position. Walmart, which has dominated the fast delivery and e-commerce market, now faces a direct threat.

The competition for consumer loyalty is stronger than ever, and Target knows this is the ideal time to put even more pressure on Walmart. The elimination of additional costs and the addition of appealing offers put Target on a solid path to gain more ground against its main competitor.

The impact on the loyalty market

The updates to Target Circle 360 also highlight a broader trend in retail. Consumers expect more value and flexibility in their loyalty programs. Improvements such as fast delivery and discounts aim for a more convenient and efficient shopping experience. This is changing consumer expectations, as they seek to maximize the value of their money without having to deal with surcharges or unexpected fees.

Some experts believe that this type of change could force Walmart to reconsider its loyalty strategy. Walmart will have to review the additional costs in its own delivery services.