(KCEN) -- Target is doing something they've never done for the holiday season.
For the first time, Target will match prices with online competitors, including Amazon, Walmart and others.
Target's CEO says the strategy is to be, "exceptionally competitive on price" for the holiday season.
With online deals and coupon sites galore, retailers are increasing competition for in-store purchases.
Target's online price match will take place between November 1 and December 16.