(WEST LAFAYETTE) – The first move has been made in the holiday season retail battle. Purdue Retail Expert Dr. Richard Feinberg is speaking out on Target’s announced move to match the online prices of its retail competitors. Feinberg says Target really seems to be taking the fight online where more and more folks are shopping. He says many retailers match in-store prices, but with online sales becoming increasingly important, Target is “trying to get a leg up on everybody.” Feinberg says that’s simply because people shop at places that they perceive have “the best deals.”