Target’s Mandatory Cheer Is Making Everyone Miserable
Written by DJ Sight on February 9, 2026
Target is drawing backlash over a new “10-4” rule that requires employees to smile, wave, and greet customers based on how close they are.
Shoppers say the forced friendliness feels awkward and invasive, while workers say they’re pressured to perform under threat of punishment.
The policy launched during the holidays as Target struggles with falling sales, layoffs, and leadership changes, and it’s unclear whether the rule will last or be formally enforced.
Target’s forced-smile policy sparks backlash amid sales slump
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