Shoppers across the country say Target’s checkout process is getting worse, not better. The retail giant introduced new rules in 2024 meant to speed things up, but many say they’re just creating chaos. Long lines, closed self-checkout machines, and frustrated customers have become common. Some people are even walking away without buying anything. So, what was the plan, and why is it backfiring? Let’s take a closer look at how things got so messy.
The New 10-Item Rule Is Causing Big Problems
In March 2024, Target rolled out its new “Express Self-Checkout” at nearly 2,000 stores, limiting customers to 10 items or fewer. It came after a smaller test run in about 200 stores in late 2023. Target said the goal was to make checkout faster for shoppers with quick trips, while sending bigger carts to staffed lanes. But for many, the new rule made checkout more frustrating, not less. That’s when complaints about longer waits started pouring in.
What Target Says
Target insists its self-checkout changes are working. The company says checkout times have improved by 8% and customer satisfaction scores for wait times have gone up by 5 points. Leaders say the 10-item limit was based on shopper feedback, meant to make quick trips even quicker. But behind those numbers, some experts are raising questions about what really drove the change. And it turns out theft may have played a much bigger role than Target admits.
Experts Point to Soaring Theft Behind the Scenes
Retail experts believe the real reason for Target’s policy shift is rising theft. Oscar Arango, former Target VP of Asset Protection and now at Flock Safety, points out that self-checkout has made it easier for shoplifters. In 2023, Target reported over $500 million in additional shrinkage, primarily due to theft and organized crime. While Target talks about improving convenience, insiders say the checkout limit is also a strategy to reduce huge financial losses caused by shoplifting.
One Woman Stole $60K Using Self-Checkout
A headline-making case in San Francisco showed how self-checkout can be abused. Aziza Graves stole over $60,000 in goods from one Target store between 2020 and 2021. She used self-checkout to pay small amounts while walking out with full bags, later selling the stolen items. In 2024, she was convicted of one felony and 52 misdemeanor theft counts. Retailers now cite her case as a warning about the risks that come with unattended checkout systems.
Other Big Retailers Are Giving Up on Self-Checkout Too
Target isn’t the only one cutting back on self-checkout. Dollar General removed self-checkout from 12,000 stores, citing “shrink” as a top concern. Walmart has also eliminated self-checkout in select locations across Missouri, Ohio, and New Mexico, blaming theft and customer frustration. In the UK, supermarket chain Booths scrapped self-checkout in 25 of its 27 stores. The results? Happier customers and lower shrinkage.
The Tech Just Doesn’t Work Right
Self-checkout machines often mess up when it matters most. Scanners miss barcodes, weight sensors trigger alarms, and the machines freeze during age checks or coupon use. A LendingTree survey reports that 67% of shoppers have had self-checkout problems. What was meant to be a convenient tool has become a source of irritation for many, fueling backlash and forcing retailers to rethink their approach. Broken machines and frustrated customers are proving to be a costly combination.
Self-Checkout Linked to Soaring Theft Rates
These lanes now account for an estimated 34% of all retail shrinkage, with theft rates two to four times higher than traditional checkouts. For major chains, that amounts to billions lost annually. These figures are driving urgent reevaluations of the technology. While some shoppers enjoy the independence, retailers are facing mounting losses, and it’s changing how they see self-checkouts’ future.
The Labor-Saving Promise Is Falling Apart
Self-checkout was supposed to reduce staffing needs. But in reality, these machines require constant monitoring. Staff still need to fix errors, verify IDs, and assist with stuck transactions. Retail security expert Matt Kelley explains that the cost of managing these machines often outweighs their intended efficiency. In many cases, stores end up assigning extra workers just to supervise the kiosks. The promise of labor savings simply isn’t holding up under pressure.
People Are Venting All Over Social Media
Target’s self-checkout changes have sparked a wave of backlash on social media. On Reddit, users are posting photos of empty spaces where kiosks once stood. On X (formerly Twitter), one shopper fumed: “Sixteen lanes. One cashier. Mile-long line for self-checkout. Why?!” TikTok videos show closed-off machines and shortened hours. Major outlets like FOX Business have covered the outcry, but customers say Target’s online responses feel robotic and that the problems aren’t being fixed.
Long Lines, Abandoned Carts, and Growing Frustration
Across the country, shoppers are walking out, leaving full carts behind after facing long waits and limited cashier support. One customer in San Luis Obispo said the 10-item limit “backfired in a huge way” after two failed trips. In many stores, only one or two cashiers are available while self-checkout sits closed, adding to the tension, especially during peak seasons when fast service matters most.
Target Trips Are Starting to Feel Stressful
For many, what used to be a relaxing Target run now feels like a hassle. Frustrated shoppers describe long lines, glitchy tech, and not enough help on the floor. The recent checkout changes, intended to make shopping more efficient, are having the opposite effect. Whether online or in-store, the message is clear: customers want convenience, and they’re not getting it.
Bad Checkout = Lost Loyalty
Retail experts warn that long lines can permanently damage brand loyalty. Industry surveys show more than 80% of shoppers avoid stores with long waits, and nearly half will either leave empty-handed or shop elsewhere. Neil Saunders of GlobalData says self-checkout often strips away the human touch. Academic research from Drexel University also found that shoppers using manned lanes tend to be far more loyal, especially during complex or large purchases.
Feeling Unseen at the Register
Part of the problem? Shoppers want to feel acknowledged. Experts say that when people handle their own checkout, especially during a stressful trip, it can feel impersonal. Customers associate good service with being seen, helped, and heard. That emotional connection matters. Once lost, it’s hard to rebuild, and Target’s recent checkout changes risk severing that bond.
Target’s Stuck in a No-Win Loop
Target’s checkout dilemma illustrates a broader industry trap. Fewer cashiers mean cost savings, but also longer lines and more shoppers using self-checkout, where theft is higher. In response, Target has restricted self-checkout use, but that’s only worsened wait times. With budget pressures limiting new hires, the company is stuck in a loop. As Business Insider and other outlets note, this “modern retail trap” creates frustration for everyone, and no easy way out.
Target’s Trying to Clean Up the Mess
To fix things, Target has introduced several changes: shorter self-checkout hours, more locked cases for high-theft items, and AI-powered monitoring systems. Some stores are piloting new layouts and adjusting staff levels based on foot traffic. Employees are also receiving enhanced training to manage these new systems while still assisting customers.
But Solutions Bring New Problems
While aimed at curbing theft, many of Target’s changes, like locking up merchandise or cutting self-checkout access, have sparked fresh complaints. Customers report longer waits, more staff confusion, and overall reduced convenience. Industry analysts warn that if cost-cutting and security remain the top priorities, Target could sacrifice the very ease and friendliness that once set it apart.
Expert Says This Was a “Perfect Storm”
Oscar Arango, who spent 18 years at Target, now works in retail safety. He told Flock Safety that the system has become a “perfect storm for bad actors.” Rising felony limits, weak enforcement, and online marketplaces make it easy to steal and resell. He says Target’s $500 million in theft losses pushed them into panic mode. These new checkout rules weren’t about helping shoppers, they were about trying to stop the bleeding before it got worse.
Fixing It Isn’t Easy—or Cheap
Experts say Target could ease checkout chaos by hiring more staff, upgrading self-checkout systems, or adjusting limits based on real-time traffic. But each fix drives up operating costs. Wall Street watches expenses closely, and significant investments often spook shareholders. That pressure has led Target to hold back on sweeping changes, despite mounting customer complaints and no evidence that transparency around theft fuels crime.
Shoppers Want a Simpler Fix
Customers aren’t asking for miracles; just more lanes open, dependable machines, and helpful staff. Surveys show people prefer a short wait for a real person over glitchy kiosks. A smooth, supported checkout experience remains the key to loyalty. If Target doesn’t refocus on these basics, it risks losing customers to competitors who still prioritize service over efficiency.
A Reputation at Risk
Target built its brand on clean stores, helpful employees, and smooth shopping, but that trust is now cracking. The new 10-item rule, fewer staff, and longer waits are fraying customer patience. Studies show that when service declines, loyalty follows. If these trends continue, Target could lose the very edge that once made it a favorite, and give rivals an opening to steal the spotlight.
Where Target Goes From Here
Target’s checkout strategy was meant to streamline shopping, but instead, it’s triggered frustration, walkouts, and growing backlash. The 10-item rule, security upgrades, and cost-saving measures may curb theft, but they’ve also chipped away at customer loyalty and trust. As shoppers speak out and competitors double down on service, Target faces a choice: continue down a path of restriction and risk losing its brand promise, or reinvest in the human touch that made it beloved in the first place.