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Buying guide · Stores•BlackFriday365 Team•Updated October 9, 2026

Walmart Rollbacks vs Target Circle

What each program really gives you, and what changed with price matching.

The bottom line

These two programs are not the same thing. A Walmart Rollback is a temporary price cut on one item. Target Circle is a loyalty program with deals, a 5% card and a paid tier. Neither store will match the other's price: Target ended matching of Walmart and Amazon on July 28, 2025, and Walmart only matches its own website. So compare prices yourself, and use the store's own price match or return window for protection after you buy.

Side by side

Walmart

The program: Rollbacks: temporary price cuts on specific items, lasting from a few days to a few months. Red "Rollback" tags in stores; a "Rollback" filter online.
Paid membership: Walmart+ is $12.95 a month or $98 a year, with a 30-day free trial. Not needed to get Rollbacks.
Returns: Most items 90 days; electronics 30 days.
Holiday returns: Bought Oct 1 to Dec 31: the clock starts Dec 26.
Price matching: In a store, matches a lower Walmart.com price on the same item. No competitor matching, and no online price matching.

Target

The program: Target Circle (free): deals applied automatically at checkout. Target Circle Card adds 5% off. Circle 360 is the paid tier.
Paid membership: Circle 360 is $99 a year, or $49 a year with a Target Circle Card.
Returns: Most items 90 days; electronics 30 days. The Circle Card adds 30 days to the standard return window.
Holiday returns: Last year: bought Nov 1 to Dec 24, the electronics clock started Dec 26. 2026 dates not confirmed yet.
Price matching: Matches Target's own lower price (store, Target.com, Circle deals) within 14 days of purchase. Amazon and Walmart matching ended July 28, 2025.

Which program fits you

If you...	Look at	Why
Want the lowest price on one item, from any store	Compare both yourself	Neither store price matches the other, so check both prices before you buy.
Shop Walmart often and want delivery	Walmart+	Free shipping with no minimum on other items, and free delivery from your local store with a $35 minimum on groceries. It is $98 a year.
Shop Target often	Free Target Circle, plus the Circle Card if you will use it	The card takes 5% off, stacks with Circle deals and adds 30 days to returns.
Buy at Target and worry the price will drop	Target	It matches its own lower price for 14 days after you buy, and it ran a holiday version of this last year.
Buy electronics as gifts	Either, but note the dates	Walmart counts electronics returns from December 26 for purchases made October 1 to December 31. Target did the same last year; its 2026 dates are not confirmed.

Traps to avoid

Expecting Target to match Walmart or Amazon. It did until July 28, 2025. Now every Target price match is Target to Target.
Expecting Walmart to match a competitor. Its only match is a lower Walmart.com price when you buy in a store. The store manager has the final say.
Treating a Rollback as a permanent price. It is temporary, and the item goes back to its regular price or to clearance. Rollback items are usually restocked, while clearance items are not.
Assuming a Target price match covers everything. Clearance, closeout and refurbished items are excluded, and so are Target GiftCard promotions. Screenshots do not count as proof.
Paying for a membership you will not use. Walmart+ is $98 a year and Circle 360 is $99 a year ($49 with a Circle Card). Rollbacks and basic Target Circle are free.
Assuming 2026 holiday dates. Target's 2026 holiday return and price match dates were not confirmed when we wrote this. Last year's price match ran November 1 to December 24. Check Target's page before you buy.

Before you check out

Compare the exact item at both stores. Neither will match the other.
At Walmart, check whether the price is a Rollback or a clearance price.
At Target, look for a Circle deal before you pay, and use the Circle Card only if you will keep using it.
Write down the return deadline and the 14-day Target price match deadline the day you buy.
For a TV or other big purchase, see our store-by-store TV guide.

How we put this guide together

We don't test products or stores. We compared Walmart's and Target's published programs and policies, plus current reporting on them, listed below, on October 9, 2026. Store policies change, and some 2026 holiday dates are not announced yet; where that is the case we say "last year." Check the store's own page before you buy. We earn a commission on some purchases through our links; that never decides what we recommend.

Quick answers

Does Target price match Walmart or Amazon?

No. Target stopped matching Amazon and Walmart on July 28, 2025. It now matches only its own lower prices, at its stores, on Target.com and on Target Circle deals, within 14 days of purchase.

Does Walmart price match Target?

No. Walmart only matches a lower Walmart.com price on the same item when you buy in a Walmart store. It does not match competitors and does not price match online.

What is a Walmart Rollback?

A temporary price reduction on a specific item. Rollbacks can last from a few days to a few months, and the item then goes back to its regular price or moves to clearance.

Is Target Circle free?

Yes, basic Target Circle is free. The Target Circle Card gives 5% off and 30 extra days to return items. Circle 360 is a paid membership, $99 a year or $49 a year with a Circle Card.

Is Walmart+ worth it for Black Friday?

Only if you would use the delivery and other perks anyway. Walmart+ costs $12.95 a month or $98 a year. Rollbacks do not require it.

Explore the stores

Deals from both stores, and every Black Friday ad as it comes out.

Walmart deals Target deals Black Friday ads

Sources

BlackFriday365 is independent and not affiliated with Walmart or Target.