Target isn't rewarding its biggest spenders like it should — and shoppers aren't happy about it

• Target's new loyalty program has left faithful shoppers like me confused and frustrated.
• In my opinion, the new program needs another overhaul that focuses on rewarding frequent shoppers.

When Target implemented its new loyalty program in April, shoppers were promised value and ease.

But in reality, many avid Target shoppers like myself were left confused, frustrated, and searching for their beloved 1% cash back.

The launch of the new Target Circle program even started a larger conversation on social media, with one TikTok posted by lifestyle content creator Roxy Couse amassing nearly 3 million views.

In the viral video, Couse expressed her frustration with the program, pointing out that the savings she receives just aren't substantial enough, considering how much she spends at the store.

Many commenters echoed her concerns, saying the new program is confusing and not beneficial enough to Target's biggest spenders.

At present, whether you spend $100 or $10,000 at Target, you're getting about the same experience — which primarily just includes access to coupons and deals. As someone who typically shops at Target twice a week, this is incredibly frustrating.

Here's why I think the Target Circle program needs another overhaul.

Target didn't exactly make good on its promise to make the program easier for shoppers

Target Circle, the retailer's free loyalty program, launched in 2019 and has always provided shoppers with access to deals and Target Circle Bonus promotions, or personalized offers that give members access to additional savings.

However, as part of the revamped program, the retailer advertised that members would have access to deals applied automatically at checkout "without having to search for or add individual offers."

In reality, though, if customers want to maximize their savings, they can't just assume all of the deals and discounts will be applied to their order at checkout.

They'll also need to remember to check the app for Target Circle bonuses — and remember to apply them to their purchase via the app — or they're leaving money on the table.

And if they want to use coupons, they'll also have to open their Target Circle deals in the app, then scroll all the way down to "Coupons you may need" — a section they may not know exists because it's so buried — to see if they have any extra savings available to apply to their order.

If it sounds confusing, it's because it is for some customers like myself. The "automatic deals" just aren't as straightforward as they were advertised to be.

Target did confirm that the majority of the Target Circle deals are automatically applied at checkout. However, users must still activate things like Target Circle bonuses, coupons, and rebates to maximize savings.

The new Target Circle program also took away a huge fan-favorite perk

Although the Circle program was never entirely straightforward, the latest updates have created confusion, with several dedicated shoppers — including Couse and myself — left wondering why their cash back was no longer reflecting their purchases.

It turns out that the retailer eliminated the 1% cash-back earnings as part of its program update. However, it wasn't mentioned in the store's original rollout messaging, and as far as I'm aware, shoppers weren't notified that the benefit was being cut.

This was especially frustrating because by doing this, the program update removed one of the few perks that actually rewarded shoppers based on their spending.

It is worth noting that the program sometimes offers Target Circle rewards, which shoppers can apply toward future purchases. However, unlike the previous cash-back earnings, Target Circle rewards are only given after select Target Circle bonuses are activated and redeemed.

Although I'd only earned about $21 cash back between January and April of this year, it was still nice that I'd "made" money by spending it, especially as a frequent Target shopper.

Shoppers want rewards that make them feel valued

Unfortunately, using the updated program feels more like a high-stakes scavenger hunt than an enjoyable or cost-effective shopping endeavor.

I'd feel more appreciated as a customer if Target made saving money easier — we're all busy, and sifting through the bonuses and coupons is a frustrating and arduous task.

In her TikTok, Couse suggested that Target introduce some simple, straightforward, and delight-inducing rewards — whether it's a free beverage or a tiered loyalty program that's focused on how much you spend at the store.

In my opinion, the solution could be as simple as restoring the beloved cash-back reward for Target Circle members.

I also think Target could take notes from other retailers like Sephora, which offers offers $10 off a qualifying purchase when customers apply 500 loyalty points. Sephora also offers tiered discounts during sales for its members and access to purchase new items first.

This could be an especially appealing perk, considering Target regularly offers popular limited-edition collaborations with iconic names like Diane von Furstenberg and brands like Stanley.

Or maybe Target could follow Starbucks' lead and offer points for each dollar a member spends, with extra perks for those using its app.

For now, Target's best deals are tied to its Target Circle credit and debit cards, which give shoppers a 5% discount, free two-day shipping (in most cases), and an extra 30 days for returns.

It's nice, but it still doesn't feel like quite enough to keep my loyalty, considering how much money I spend at Target.