Toys ‘R’ Us is planning ahead, and wants you to think of them when you shop for toys this holiday season. Specifically, they want you to think, “Hey, I can get free shipping from Toys ‘R’ Us if I spend more than $19, and I don’t have to buy a membership, unlike at Walmart or Amazon!”

Before now, free shipping kicked in at $49. The lower limit starts now, but the company’s spokesgiraffes haven’t announced an end date for the promotion. Perhaps it will only last through the holidays. An executive told Reuters that the decision was made based on “current insights and a comprehensive review of the competitive landscape,” which presumably means that they’re afraid of competing with Amazon Prime and Walmart’s free shipping program, both of which have enrollment fees.

Without being part of the programs, Walmart offers free shipping at $50, and Amazon at $35. Target offers free shipping at $25, and free shipping on any purchase for holders of their store credit or debit card.

Toys R Us lowers free shipping limit for online orders [Reuters]

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