Two of America’s retail giants Walmart and Target, are facing mounting criticism after shoppers noticed the removal of price tags from clothing items in stores nationwide. The controversy first gained attention on social media, where photos and videos showed employees actively tearing portions of labels from apparel, prompting frustration among both consumers and staff.

According to reports, entire displays of private-label brands, including Walmart’s Wonder Nation and Target’s Auden, were affected. Shoppers claim the practice allows prices at checkout to differ from advertised amounts, often resulting in higher charges. Social media commentary suggests this tactic may be aimed at easing price adjustments amid rising costs, a concern echoed by employees who revealed that much of their work hours were dedicated to removing tags.

Industry observers link the practice to high tariff rates imposed under former U.S. President Donald Trump, which have increased costs for imported goods. Critics argue that retailers may be attempting to conceal these price hikes from the public, sparking debate over transparency and ethics in retail operations.

Retail news outlet Retail Brew investigated a Target location in New York City on August 21–22, 2025, finding numerous missing tags on private-label items such as Auden, All in Motion, and A New Day. Many products lacked visible pricing or barcode recognition on the retailer’s app. Some displays showed barcodes with prices $1–$2 higher than printed tags, while others reflected increases of $2–$5, raising further concern over inconsistent pricing practices.

The backlash has highlighted broader issues around retail transparency and consumer trust. As Walmart and Target navigate mounting scrutiny, shoppers and advocacy groups are demanding accountability and clear pricing practices, emphasizing the importance of honesty in a market where consumer confidence is paramount.