PITTSBURGH (KDKA) — What started as a Christmas promotion has turned into a year-round trend, helping the consumer get the best deals.

Target is taking aim at online rivals, offering price-matching all year round; and other stores could follow.

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Whether you’re wheeling through the aisles of a department store or surfing cyber-deals on the web, price is paramount; there’s always that nagging risk that you could have purchased the same product cheaper somewhere else.

“I am always looking for the best deals. Always,” said Barbara Cowan, a bargain shopper. “I look in the paper. I look online. I just go wherever I can.”

On Tuesday, Target announced it will match prices at Amazon.com all year round.

“Basically, the reason Target is doing this is, they want to disperse sales,” said Dr. Audrey Guskey, a marketing professor. “Holiday sales were rather ho hum. And as a result of that, even though Target sales went up a bit, it didn’t go up as much as they had hoped.”

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According to Target, if a customer buys a qualifying item and then finds it for less within seven days on Amazon, Wal-Mart or Best Buy’s websites, it will match that lower price.

“I’ll probably tend to spend a little more to just come to one place,” said shopper Ashleigh Fox. “So if they’ll price match other competitors’ deals, that’s a big appeal for me.”

“I think it will definitely help. I mean, if you’re going to stay competitive with the online world,” added Shawn Boylan, another shopper.

Consumer experts say this is likely just the beginning with more big chain retailers to follow suit.

“It’s fabulous news for consumers. We’re saving tons of money. We are the winners,” said Dr. Guskey. “So the retailers are willing to take the hit and lose a little bit money on each sale in order to keep us as customers.”

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