You may see more smiles next time you walk into a Target. That’s because the big-box retailer is hoping to provide an “elevated” customer experience with its new “10-4” policy, requiring staffers out on the floor to smile, wave, and welcome customers who are within 10 feet—and greet those just 4 feet away, USA Today reported.

Fast Company has reached out to Target for comment.

The policy comes less than three weeks before Black Friday, the day after Thanksgiving, which officially kicks off the busiest and most profitable time of the year. Many stores, including Target, have already begun to roll out their Black Friday sales.

Target’s early 2025 Black Friday sales launched the first week in November and will continue this month online, with weeklong deals every Sunday through December 24. And that works out just fine because two-thirds of Americans say they plan to start holiday shopping before Black Friday this year, according to August data from consulting firm McKinsey & Company.

Looking ahead, Target’s official Black Friday sale drops online on Thanksgiving Day, Thursday, November 27, and in stores on Friday, November 28, and it runs through Tuesday, December 2.

Shares of Target (NYSE: TGT) were up nearly 1% in midday trading, at $91.40.

Target financials

Target Corp.’s second-quarter earnings results beat expectations with $25.21 billion in revenue, versus an expected $24.93 billion, and an earnings per share (EPS) of $2.05, versus an expected $2.03.

However, it posted in-store and online traffic declines due to inflation and consumer economic concerns, as well as to boycotts triggered by its rollback on diversity, equity, and inclusion (DEI) policies.

The Minneapolis-based retailer announced in October that it was cutting 8% of its corporate workforce, or 1,800 positions.