Shoppers at a Target on Elston Ave. in December. (Phil Velasquez/Chicago Tribune)

Wal-Mart’s slogan may be “Save Money. Live Better,” but rival Target is challenging it by offering even lower prices on everyday products.

Two recent price comparisons of grocery and household goods revealed that Target’s prices are lower than at No. 1 retailer Wal-Mart.

Craig Johnson, president of retail consulting firm Customer Growth Partners, compared 35 brand-name items sold at Wal-Mart and Target stores in New York, Indiana and North Carolina. They consisted of 22 common grocery goods such as milk, cereal and rice; 10 general merchandise products such as clothing and home furnishings; and three health and beauty items. Get the full story »