MINNEAPOLIS — Target Corp. is rolling out what it calls the first-of-its-kind accessible self-checkout experience across its stores nationwide, just ahead of the holiday season. Designed in collaboration with the blind community, the new system aims to make shopping easier and more independent for guests with disabilities.
“This season brings so much joy for our guests, but we know it can be overwhelming, too. That is why even small wins matter — like an accessible self-checkout that helps guests shop their way, with confidence,” said Adrienne Costanzo, executive vice president and chief stores officer, Target. “Shopping with us should be easy, move fast and feel good — period.”
The self-checkout enhancements include tactile controllers, Braille and high-contrast icons, audio prompts, headphone jacks with adjustable volume, and physical navigation buttons. The technology, developed in collaboration with touchscreen partner Elo, was created primarily to support people who are blind or have low vision, while also offering benefits for those with motor disabilities.
The project was shaped by input from Target team members with disabilities and by close collaboration with the National Federation of the Blind (NFB). Steve Decker, senior manager of user experience accessibility at Target, who is blind, helped lead the project and experienced its impact firsthand with his daughter, who also has low vision.
“Shopping with my daughter and teaching her how to use the self-checkout, that was powerful. It is not just tech. It is joy, independence and change,” said Decker.
“If I could leave people with one thing from this story, it would be that accessibility can drive innovation and growth. I really think this work will enable more people to shop and to work at Target. It truly exemplifies Target’s purpose of helping all families discover the joy of everyday life.”
Learn more about the team behind the technology on Target's corporate website.
“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. "The rollout of this innovation further establishes Target as an industry leader in accessibility and a true partner of the blind in our quest for equal access to all aspects of modern life."
The new system will begin appearing in stores during the holidays, with rollout continuing into early 2026. It builds on nearly two decades of Target’s focus on embedding accessibility early in design processes and aligns with the retailer’s broader push to enhance guest-first, inclusive shopping experiences.
Visit the retailer's holiday press hub for more on all the ways Target is delivering holiday magic this season.
