• by Tanya Gazdik , Yesterday

Target is instituting a new program for employees called 10-4, in an effort to elevate the shopping experience and make customers feel appreciated. 

“The new policy requires employees who are within 10 feet of customers to smile, make eye contact, wave, and use friendly, approachable, and welcoming body language,” according to USA Today. “If staff members are within 4 feet of customers, they must personally greet the guests, smile, and initiate a warm, helpful interaction, Target said.”

The retailer did not say when the policy will go into effect or whether employees will be reprimanded if they don’t abide by it.

“Target’s decreased sales and foot traffic have been well-documented through 2025, due to a variety of factors, including boycotts starting in January, when Target ended its diversity, equity and inclusion (DEI) initiatives — which many loyal customers found to be out-of-step with the culture the company itself created,” according to The Hill. 

Not all customers are fans of the prospect of forced friendliness. 

“Catch me staying 11 feet away,” a commenter joked on Reddit, according to Parade. Some said they would be “creeped out.” 

The policy comes less than three weeks before Black Friday.

“Target Corp.’s second-quarter earnings results beat expectations with $25.21 billion in revenue, versus an expected $24.93 billion, and an earnings per share (EPS) of $2.05, versus an expected $2.03,” according to Fast Company.