Target has partnered with the National Federation of the Blind (NFB) to design a self-checkout experience that’s accessible to shoppers who are blind or have low vision. The retailer will roll out these enhanced self-checkout stations across stores nationwide beginning this holiday season and continuing into 2026.
Also debuting this holiday season: in-store toy demos chainwide to help families plan gift-giving, taking place every weekend from Nov. 8 to Dec. 21, 2025. The retailer also has released its annual Bullseye’s Top Toys List, with the selections clearly marked both in-store and online.
These in-store events and improvements could help Target’s battle against declining foot traffic in stores as well as sluggish sales. In Q2 2025, which ended Aug. 2., the retailer’s net sales of $25.2 billion for the quarter declined 0.9% compared to the same period the previous year; comparable sales also declined, by 1.9%, with store sales declining 3.2% while digital sales rose 4.3%.
Self-Checkout Tech Provides Improved Tactile Controls
The new accessibility technology integrates with Target’s existing self-checkout system and includes:
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- 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; and
- A single audio stream during scanning and payment, helping ensure a clear and consistent checkout experience.
The project was led by Steve Decker, Senior Manager of User Experience Accessibility at Target, who is blind. He experienced the impact of the new technology firsthand with his daughter, who has low vision. “Shopping with my daughter and teaching her how to use the self-checkout, that was powerful,” Decker said in a statement. “It is not just tech. It is joy, independence and change.”
The NFB provided valuable feedback to Target 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 in a statement.
Other retailers’ recent efforts to make stores more inclusive and accessible include:
- In April 2024 Lego began making its stores “sensory inclusive” to increase accessibility for neurodivergent people;
- In July 2024 Walmart Canada added “sensory-friendly” hours, joining the retailer’s U.S. stores, which had instituted the change in November 2023;
- In September 2024 Walmart rolled out Caroline’s Carts, designed to help those caring for people with disabilities or limited mobility; and
- In December 2024 Walmart piloted an app providing live visual interpretation for blind customers in-store.
