TikToker Accuses Target Of Increasing Wine Prices During Black History Month

In February, TikToker @thempmalloy uploaded a video of himself at Target. In it, he is baffled by the price for bottles of Black Girl Magic wine. The issue is that Target placed a sale sign claiming it was now worth $22.99 per bottle. This is notable in at least two respects: The offer happened during Black History Month, and Black Girl Magic wine is made by McBride Sisters, which according to the brand's website, is "the largest Black-owned wine company in the United States."

Was this video about to praise an example of corporate-facing social justice? No! Malloy lifts the sale sign to reveal the wine's apparent regular price of $18.99. As one might imagine, TikTok was unimpressed. "Price gouging for Black history month," one viewer commented. Many suggested purchasing the wine from other stores. Others argued that Target will price match if confronted with the fact that other stores are undercutting the "sale" price. However, as one viewer noted, this misses the point of the video: "Y'all keep saying price match but that's not the issue. It's not really on sale and they have a sign that says it is." "Exactly!!" Malloy responded.

Target, meanwhile, has clarified that the signage was an error. "The pricing display was outdated and we apologize for the error. We've since corrected it to reflect the current, accurate price," a Target spokesperson told Mashed in a statement.

Still, this isn't the only time in recent weeks that Target has come under fire on TikTok.

Not long before the Black Girl Magic wine post on TikTok, Target was accused of deceptive pricing on another item. On January 25, TikToker @justcallmehomegirl uploaded a video in which she related her own aggravation with the store. She had popped in to buy some shampoo and conditioner. Apparently, the Pantene products had a deal in which purchasing three would get you a $5 gift card. So, she bought three.

However, at the cash register, the homegirl learned that the deal was only available for same-day delivery or pick-up. Based on the picture in the video, it seemed that the information was not shown on the card proclaiming the deal. "I know, it can be confusing," the cashier reportedly said. Commenters picked up on an issue with this apparent setup. A viewer asked, "@target how am I supposed to see this sign when I'm ordering it from my couch??" "Always ask for a manager," Someone else recommended, "then remind them it is illegal to post signs they don't honor." 

A charitable interpretation would suggest that there was some breakdown in communication here. However, like in the case of the wine, these apparent slip-ups seem to contradict the very premise of the sale or deal.