Ahead of Holidays, Target Launches First-of-its-Kind Accessible Self-Checkout Nationwide

Rhea-AI Summary

Target (NYSE:TGT) has announced the nationwide rollout of a groundbreaking accessible self-checkout system, designed specifically for guests with disabilities, particularly those who are blind or have low vision. The initiative, launching during the 2025 holiday season, features innovative technology including Braille buttons, tactile controllers, and audio assistance.

The system, developed in partnership with the National Federation of the Blind and touchscreen partner Elo, includes high-contrast icons, adjustable volume controls, and a streamlined audio experience. According to Harris Poll data, 61% of shoppers prioritize small moments of joy during holiday shopping, with 59% finding in-store shopping enjoyable.

Positive

• First-of-its-kind accessible self-checkout technology enhancing shopping experience for disabled customers
• Partnership with National Federation of the Blind demonstrates commitment to inclusive design
• Nationwide rollout across all Target stores shows significant infrastructure investment
• Technology could expand customer base and strengthen brand reputation for accessibility

Negative

• Gradual rollout extending into early 2026 means not all stores will have immediate access
• Implementation and training costs across nationwide stores could impact short-term expenses

News Market Reaction – TGT

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+1.12% News Effect

On the day this news was published, TGT gained 1.12%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Accessible design created with the blind community to debut in stores this holiday season 

Features tactile controller, audio prompts and guest-first technology for independent checkout 

Part of Target's ongoing investment in accessibility and joyful shopping experiences 

MINNEAPOLIS, Sept. 26, 2025 /PRNewswire/ -- Target Corporation (NYSE: TGT) today announced the launch of a first-of-its-kind accessible self-checkout experience, designed with and for guests with disabilities, including those who are blind or have low vision. Beginning this holiday season and continuing into early 2026, the solution will roll out to self-checkout stations across Target stores nationwide, as part of Target's ongoing checkout improvements. The accessible self-checkout is another example of how Target is creating joyful guest experiences throughout the holiday season and beyond. 

"This season brings so much joy for our guests, but we know it can be overwhelming, too. That is why even small wins matter — like an accessible self-checkout that helps guests shop their way, with confidence," said Adrienne Costanzo, executive vice president and chief stores officer, Target. "Shopping with us should be easy, move fast and feel good — period."  

At the heart of this innovation is a guest-first design that primarily supports people who are blind or have low vision, while also providing benefits for guests with motor disabilities. The technology works seamlessly with Target's existing self-checkout system and includes: 

• Braille and high-contrast button icons
• A headphone jack with adjustable volume controls
• Physical navigation buttons and a dedicated info key
• A custom tactile controller co-developed by Target and touchscreen partner Elo
• A single audio stream during scanning and payment, ensuring a clear and consistent checkout experience

Steve Decker, senior manager, user experience accessibility, Target, who is blind, helped lead the project and experienced its impact firsthand with his daughter, who also has low vision. 

"Shopping with my daughter and teaching her how to use the self-checkout, that was powerful. It is not just tech. It is joy, independence and change," said Decker.  

"If I could leave people with one thing from this story, it would be that accessibility can drive innovation and growth. I really think this work will enable more people to shop and to work at Target. It truly exemplifies Target's purpose of helping all families discover the joy of everyday life." 

Learn more about the team behind the technology on Target's corporate website. 

The team partnered closely with the National Federation of the Blind (NFB), who provided valuable feedback throughout the development, design and testing process. 

"Target's new accessible self-checkout experience is unique not only because it is a first in the industry, but because it was designed through collaboration with the blind, incorporating our technical expertise and lived experience," said Mark Riccobono, president of the NFB. "The rollout of this innovation further establishes Target as an industry leader in accessibility and a true partner of the blind in our quest for equal access to all aspects of modern life." 

For nearly two decades, Target teams have prioritized accessibility early in the design process, incorporating inclusive features across many of its products and services. That proactive approach shaped this solution from brainstorming through design, in-store testing and feedback from guests. 

In time for the holiday season, Target is building on the debut of accessible self-checkout with continued investment in guest-first improvements that make every shopping trip easier and more welcoming. Recent Harris Poll data shows why these efforts matter, with 61% of shoppers saying they will prioritize small moments of joy this season. Among respondents, 59% said in-store shopping is an enjoyable experience, 54% described it as social, and that number rose to 68% among dads. 

Visit the retailer's holiday press hub for more on all the ways Target is delivering holiday magic this season. 

About Target
Minneapolis-based Target Corporation (NYSE: TGT) serves guests at nearly 2,000 stores and at Target.com, with the purpose of helping all families discover the joy of everyday life. Since 1946, Target has given 5% of its profit to communities, which today equals millions of dollars a week. Additional company information can be found by visiting the corporate website and press center.  

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SOURCE Target Corporation

FAQ

When will Target's accessible self-checkout be available in stores?

Target will begin rolling out the accessible self-checkout during the 2025 holiday season, with implementation continuing into early 2026 across stores nationwide.

What features does Target's new accessible self-checkout include?

The system includes Braille and high-contrast button icons, headphone jack with adjustable volume controls, physical navigation buttons, custom tactile controller, and a single audio stream for scanning and payment.

How was Target's accessible self-checkout system developed?

The system was developed through collaboration with the National Federation of the Blind (NFB), incorporating feedback throughout development, design, and testing, and co-developed with touchscreen partner Elo.

What percentage of shoppers find in-store shopping enjoyable at Target?

According to Harris Poll data, 59% of shoppers find in-store shopping enjoyable, with the number rising to 68% among dads.

How does Target's accessible checkout benefit customers with disabilities?

The system primarily supports people who are blind or have low vision through tactile controls and audio assistance, while also providing benefits for guests with motor disabilities, enabling independent checkout.