You have to pay full price at the checkout and then go to Guest Service to do a price adjustment. You also need to have the complete ad in hand in order to get the price adjustment and they don't honor any "shopper's club card" prices like Fry's VIP card prices or Bashas Thank You card prices.
Here's the info from Target's website
http://pressroom.target.com/pr/news/value/our-low-price-promise-facts.aspx :
Within seven days of purchase, guests can bring the actual printed competitor ad and a Target receipt of purchase of the same item to our in-store Guest Service area to receive a price adjustment. Photos/copies of advertisements or receipts will not be accepted.
In an effort to ensure that our checkout lanes are efficient and quick for our guests, we’ll handle price matches at our Guest Service desk. If a guest wants to do a price match in the checkout lane, our team members will ring up an item at the current price and then direct the guest to the Guest Service desk to do the price adjustment.
Price matching will apply to current, local print ads for in-store products only. Our price-match policy is not applicable to Target.com or other online ads. The following is a full list of exclusions:
Target.com or online retail promotion
Competitor’s Free Product
GiftCards
Limited quantity items
Open box or damaged
Clearance or closeout
Mail-in offers
Services (warranties, assembly, etc.)
Bundle offers
Special order
Sales-tax promotions
Liquidation/going out of business
Special financing
Coupons
Used or previously owned
Display merchandise
Pricing or typographical errors
Club or loyalty
