A first-of-its-kind self-checkout, built to include more guests.
A father stands beside his daughter at a Target self-checkout. She has low vision, and for the first time, she’s navigating the process on her own. He guides her through each step, offering quiet support as she scans an item. A soft beep sounds, followed by a clear voice reading the total. Her fingers move confidently across the tactile controller, guided by feel and sound rather than sight. The experience feels intuitive and empowering.
Thanks to Target’s new accessible self-checkout, moments like this will soon be possible for more guests across the country. Designed with and for disabled guests and people with disabilities, this solution is the first of its kind in U.S. retail. Rolling out to self-checkout stations nationwide beginning this holiday season and continuing through early 2026, it’s part of Target’s ongoing checkout improvements, reflecting our commitment to creating joyful, guest-first experiences that help all families feel seen, supported and welcome.
Shopping with my daughter and teaching her how to use the self-checkout, that was powerful. It’s not just tech. It’s joy, independence and change.
A shared experience, years in the making
That father and daughter? It was Steve D., a blind user experience (UX) accessibility manager at Target, and his daughter, who also has low vision. Both have spent years navigating stores that weren’t designed for them. Steve helped build this solution. When he finally used it with his daughter, the moment held more meaning than he expected.
Steve on Innovation and Growth
If I could leave people with one thing when they hear 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 just it truly exemplifies Target's purpose of helping all families discover the joy of everyday life.
Hearing Steve say this was the first time he could use self-checkout, that was the moment it all clicked. Inclusion means being able to fully participate.
Technology built with a guest-first design
At the heart of this innovation is a guest-first design that primarily supports people who are blind or have low vision, with additional benefits for guests with motor disabilities. The team partnered closely with the National Federation of the Blind (NFB), who provided valuable feedback throughout the development, design and testing process. Input from the blind community directly shaped the technology, which integrates seamlessly with Target’s existing self-checkout system and is intuitive to use independently.
Features include:
- Braille and high-contrast button icons
- A headphone jack with adjustable volume controls
- Physical navigation buttons and a dedicated info key
- A custom tactile controller co-developed by Target and touchscreen technology partner Elo
Guests hear every screen and payment prompt through one seamless audio stream. That allows them to check out independently and with confidence.
Every team showed up as a champion for accessibility. It wasn’t just us. That collective passion drove this solution forward.
A proactive approach to accessibility
For nearly two decades, Target teams have prioritized accessibility early in the design process, incorporating inclusive features across many of our products and services. That proactive approach shaped this solution from brainstorming through design, in-store testing and feedback from our guests.
Collaboration that scales
Accessible self-checkout came to life over the past few years through partnerships across UX, tech, product, accessibility and retail technology partner Elo. Insights from people who are blind or have low vision and Target team members nationwide were essential. This breakthrough was made possible by cross-functional teams representing the best of Target — individuals who brought passion, empathy and expertise to every step.
Target is also working with suppliers to encourage others to adopt the technology. Recently, team members showcased the solution at the NFB’s annual convention, giving thousands of attendees the opportunity to try it in person. This effort highlights what good jobs at Target look like — meaningful work empowering team members to create real change for our guests and communities.
“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,” says Mark Riccobono, President of the National Federation of the Blind. “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.”
A joyful path forward
As accessible self-checkout arrives in stores in time for the holiday season, we're helping guests shop more easily during one of the busiest times of the year. From small wins to big moments, it's another way we're making sure every guest feels welcome and confident when shopping with us.
“This season brings so much joy for our guests, but we know it can be overwhelming, too,” says Adrienne Costanzo, executive vice president and chief stores officer, Target. “That’s why even small wins matter – like an accessible self-checkout that helps guests shop their way, with confidence. Put that together with our no-wait checkout experience at staffed lanes or Express Self-Checkout, and you’ve got the kind of Target run we know guests are counting on. Because at the end of the day, shopping with us should be easy, move fast, and feel good – period.”
