You've probably seen the TikToks. Or maybe the frantic tweets. Lately, the internet has been convinced that Target is ripping out every single self-checkout machine in the country. People are posting videos of boarded-up kiosks or long lines at staffed registers, claiming the "experiment is over." It makes for a great viral story. It's also mostly wrong.
Despite the digital firestorm, Target denies removing self-checkout as a company-wide policy, even though they’ve fundamentally changed how you use them.
If you’ve walked into a Target recently, things definitely feel different. You might see a "Closed" sign on the self-service kiosks during a busy Tuesday afternoon, or a line of ten people waiting for the only two open registers. It’s frustrating. It feels like a step backward. But Target isn’t actually ditching the tech; they are just trying to stop people from stealing while simultaneously pretending they care more about "guest experience."
The Reality Behind the Rumors
Let's be clear: Target isn't stupid. They spent millions of dollars installing these machines over the last decade. They aren't going to trash that investment overnight because of a few angry Facebook posts. However, they are responding to a massive surge in "shrink"—which is retail-speak for shoplifting, organized retail crime, and honest mistakes that end up costing the company billions.
Earlier this year, the company's leadership, including CEO Brian Cornell, made it very obvious that retail theft was hitting their bottom line hard. During various earnings calls, the message was consistent: inventory loss is a "significant headwind." This is the real driver behind the changes you’re seeing.
The most significant change isn't removal; it's the 10-item limit.
Last year, Target piloted a program in about 200 stores where they restricted self-checkout to shoppers with 10 items or fewer. They claimed it made the process twice as fast. Customers, predictably, had mixed feelings. Some loved not being stuck behind someone scanning an entire week's worth of groceries and three pillows; others hated being forced into a long "full-service" line for 11 items.
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By March 2024, they rolled this "Express" self-checkout out to most of their nearly 2,000 stores. So, when you see those machines closed, it’s often because the store is trying to funnel larger transactions to human cashiers to ensure everything actually gets scanned.
Why the Internet Thinks Self-Checkout is Dying
Social media thrives on extremes. If one store in a high-theft area in San Francisco or New York decides to temporarily close its self-checkout lanes to reset their security protocols, it gets filmed. Within an hour, it’s on a "Target is ending self-checkout" compilation with millions of views.
The rumor mill also got a boost when other retailers actually did make big moves. Walmart removed self-checkout lanes from several stores in New Mexico and Missouri. Dollar General—which is a totally different beast—announced it would be pulling them from hundreds of stores and shifting back to employee-manned registers.
Because Target's competitors were pulling back, everyone assumed Target was doing the same. But Target’s strategy is more about "optimization" than "elimination."
Honestly, it’s a bit of a balancing act. They want the labor savings that come with self-checkout, but they can't afford the loss. If you scan 20 items but "forget" to scan that $40 Lego set at the bottom of the cart, Target loses. If a human cashier scans it, the chances of that happening drop significantly.
The Human Factor vs. The Machine
There is a weird tension in retail right now. Target’s official stance is that they want to "increase the number of team members available to help guests." They want to sell you on the idea that they are bringing back the personal touch.
Is that true? Maybe. Partially.
But anyone who has worked in retail knows that labor is the biggest controllable expense. Target doesn't want to pay more cashiers if they don't have to. The shift back to staffed lanes is a defensive play. It’s about oversight. By limiting self-checkout to 10 items, they make it easier for the one or two employees watching the kiosks to keep an eye on everyone. It’s much harder to sneak a steak into your bag when you only have a handful of items.
Interestingly, many shoppers are actually asking for more humans. A study by Raydiant found that nearly 67% of shoppers have had a self-checkout fail on them. You know the drill: "Unexpected item in bagging area." Then you stand there like a kid in the principal's office waiting for a bored teenager to swipe a badge and let you buy your milk.
Target is betting that if they make the self-checkout "Express" and keep the staffed lanes open, they can satisfy both the "I want to get out fast" crowd and the "I don't want to do your job for you" crowd.
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The Tech Isn't Going Anywhere
While Target denies removing self-checkout, they are actually leaning into more advanced tech that you might not even notice.
The newest machines are equipped with AI-powered cameras. If you move an item across the scanner without a barcode being read, the machine pauses. It knows. These systems, like those developed by companies like NCR or Zebra, are getting scarily good at identifying when someone is "skip scanning."
Some stores are also testing "frictionless" tech, similar to Amazon Go, but that’s a long way off for a store the size of a Target Supercenter. For now, the "10 items or less" rule is their low-tech solution to a high-tech problem.
What This Means for Your Next Target Run
Next time you head in for a "quick" trip that inevitably turns into a $200 spree, don't expect to breeze through the self-checkout if your cart is full.
- Check the Item Count: If you have more than 10 items, just head straight for the staffed lanes. You'll save yourself the awkwardness of being turned away by an employee.
- Timing Matters: Target is increasingly closing self-checkout during "off-peak" hours or very late at night. If you’re a late-night shopper, be prepared to wait for the one open register.
- Download the App: Target is pushing their app harder than ever. Using "Drive Up" is actually the best way to avoid the whole checkout drama entirely. They’ve perfected the curbside pickup model, and it’s honestly much more efficient than navigating the "is it open or not?" self-checkout maze.
- Watch the Cameras: Be aware that the self-checkout experience is going to feel a bit more "policed." There are more cameras and more staff members hovering.
The narrative that Target is abandoning self-checkout is a classic example of online hyperbole. They aren't going back to 1995. They are just trying to find a way to let you scan your own Tide pods without losing their shirts to shoplifting.
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Actionable Takeaways for Shoppers
If you want the fastest experience at Target right now, you have to play by their new rules.
- The 10-Item Rule is Real: Don't try to sneak 12 items through. The machines are being programmed in some locations to flag high item counts, and staff are being told to enforce the limit strictly to keep the "Express" lanes moving.
- Utilize "Drive Up": If you have a massive grocery haul, skip the store interior. Target’s Drive Up service is free and avoids the "shrink" concerns that are currently making the in-store experience more restrictive.
- Expect Variable Hours: Self-checkout "operating hours" now vary by store and foot traffic. Don't assume they will be open just because the store is.
- Join Target Circle: Use the app to scan items as you go. While Target doesn't have a wide "Scan & Go" feature like Sam's Club yet, using the app to check prices and deals keeps you organized so your time at the actual register—human or machine—is minimized.
Target is in a state of transition. They are trying to reclaim their "Tar-jay" image of being a slightly more upscale big-box experience while fighting a very modern war against theft and rising labor costs. The self-checkout lanes are the front line of that battle. They aren't disappearing; they’re just being drafted into a new way of doing business.
The machines stay. The rules change. You’ll just have to count your items a little more carefully before you start scanning.