One more big retailer wants you to consider same-day delivery — for an added cost.
Target Corp. TGT,
Target’s Circle 360 program is part of the retailer’s effort to relaunch its Target Circle membership program, a free program that gives shoppers access to rewards and discounts. Target Circle members can opt for further deals, either by applying for a Target Circle Card — which can be either a credit, debit or reloadable card — or by paying to become a Target Circle 360 member. Target announced the plan to its investors Tuesday during its quarterly earnings call.
Members who sign up for a Target Circle Card — previously known as Target RedCard — get an extra 5% off each order. Cardholders and Circle 360 members also get access to free two-day delivery on eligible items.
Compared to Walmart and Amazon, Target offers a much more curated and smaller selection of products, but Target Circle 360 members can also enjoy same-day delivery service for items from other retailers through Shipt Marketplace, an online multi-retailer delivery platform. Target bought Shipt in 2017 and started experimenting with same-day delivery on occasions such as last Christmas.
After the promotional period ends on May 18, the new Target Circle 360 same-day delivery membership will cost $99 a year for shoppers who aren’t Target cardholders. For Target’s cardholders, the price for Target Circle 360 will stay at $49 per year. The membership is comparable to Shipt’s membership program, which costs $99 a year for same-day delivery.
Same-day delivery became popular during the pandemic for purchasing groceries, though consumer interest didn’t wane once in-person shopping became available again.
“Shopping is dynamic, and so are we. The investments we’re making reflect our focus on consumers’ preferences and needs,” said Cara Sylvester, Target’s executive vice president and chief guest experience officer, on the company’s earnings call Tuesday.
Walmart introduced its Walmart+ program in 2020. On the company’s latest earnings call, executives said delivery has become a key driver to attract high-income shoppers and Walmart+ members. Members spend nearly twice as much at Walmart compared to non-members, Walmart Chief Executive Doug McMillon told investors.
From Target to Walmart to Amazon, how do these memberships compare to each other and which one offers the best deal?
How much do Target Circle 360, Amazon Prime and Walmart+ cost? Are there discounts?
Walmart+ costs $98 a year, or $12.95 a month. Amazon Prime costs $139 a year, or $14.99 a month. Amazon Prime offers discounts for students from 18 to 24 years old, as well as those receiving government assistance. The online retailer offers Prime membership at $7.49 a month for eligible students and $6.99 a month for those receiving government assistance such as Medicaid and nutrition programs.
Amazon Prime has become more expensive in recent years. It cost $99 a year before 2018, then $119. Then in 2022, Amazon upped the price to $139 a year.
An Amazon spokesperson defended the price increases. “Prime has always delivered disproportionate value to its members and will always do so,” Kristin Lunghamer, an Amazon spokesperson, told MarketWatch in an email. The company “improves the membership each year with more selection, value and convenience,” she added.
Over the past few years, Amazon has acquired other businesses and made access to their services a feature of Prime memberships. This includes access to One Medical, an on-demand medical service.
What’s the minimum cost of same-day delivery for Target Circle 360, Walmart+ and Amazon Prime?
Target’s same-day delivery service will be available for Target Circle 360 members on orders of $35 and up, which is the same threshold as Walmart+’s same-day delivery service. While Target says its same-day deliveries can arrive in “as little as an hour,” Walmart asks members to choose its Express Delivery option for an item to arrive within an hour, which costs an additional $10.
Target Circle 360 members who don’t meet the $35 minimum will have to pay an additional $7 to get standard same-day delivery, a Target representative told MarketWatch in an email. For orders below $35, Walmart+ charges a $6.99 fee.
While Amazon Prime offers various free-delivery options, including one-day delivery and same-day delivery, each delivery from Amazon’s Fresh grocery-delivery service must be at least $100 to qualify for free shipping, which Amazon says will arrive within two hours. Amazon lowered this minimum dollar amount in October, from $150.
What other perks do you get with Target Circle 360, Amazon Prime and Walmart+ aside from same-day delivery?
While Target’s new offering is mainly focused on shopping and delivery, Amazon Prime and Walmart+ both offer other services with their subscriptions, such as streaming services.
Walmart+ members get free access to Paramount+ Essential, which usually costs $5.99 a month, or $59.99 a year. Amazon Prime users get access to Amazon’s digital products, including Prime Video, but there’s a catch: Users have to pay an extra $2.99 a month if they don’t want to see ads during their Prime Video shows and movies.
Aside from streaming and digital services, Walmart+ also offers additional savings such as lower prices on auto care and discounts on booking travel. Amazon Prime also comes with a free Grubhub+ membership for one year.