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These three cover overlapping everyday-shopping territory, but they're built around different retail philosophies — worth matching to how the recipient actually likes to shop rather than defaulting to whichever is most familiar.
Target: curated selection and a stronger private-label lineup
A Target Gift Card is the right pick for someone who prefers a more curated, design-conscious shopping experience — Target's private-label brands across home goods, apparel, and food have built a genuine following distinct from generic store brands, and its store layout is generally considered more pleasant to browse than a pure big-box warehouse.
Walmart: the lowest prices on the broadest catalog
A Walmart Gift Card is the safest default if price is the primary concern — Walmart's scale gives it consistently the lowest prices across the widest range of categories of the three, without requiring a membership fee the way Costco does. It's the most universally useful option if you're not sure of the recipient's specific shopping preferences.
Costco: bulk savings, but membership-gated
A Costco Shop Card only makes sense if the recipient already has (or is willing to get) a paid Costco membership — the Shop Card itself doesn't include membership, so gifting one to someone without an existing membership means they'll need to join before the balance is usable. For an existing member, though, Costco's bulk pricing on groceries and household goods can meaningfully beat both Target and Walmart per-unit.
Check membership status before buying a Costco card
This is the single most important thing to verify before choosing Costco over the other two — a Shop Card given to someone without membership isn't unusable, but they'll need to either buy a membership using other funds or find a member willing to make the purchase for them, which adds real friction a Target or Walmart card doesn't have.
Home improvement is a separate category
None of these three specialize in home improvement or building materials — for that, Home Depot and Lowe's gift cards are the more relevant picks, covering a category general retailers only partially overlap with.
Online ordering and pickup options differ
All three support online ordering with in-store or curbside pickup at this point, though Walmart's same-day delivery infrastructure has scaled more broadly across more locations than Target's, worth checking if the recipient relies on delivery rather than in-store shopping.
Price matching policies are worth checking directly
Both Target and Walmart have historically offered some form of price matching against competitors, though specific terms and included competitors shift over time — worth checking the current policy directly before assuming either automatically matches the lowest price you've seen elsewhere.
Store credit card perks (extra discount percentages, cashback) are available through all three retailers separately from the gift card itself, worth considering as a complementary way to save on top of a gift card balance if you shop there regularly.
The bottom line
Want curated selection and strong private-label goods: Target. Want the lowest prices with no membership needed: Walmart. Recipient already has (or wants) a Costco membership for bulk savings: Costco. All three, plus specialty retailers, are in Online Retail Gift Cards.