They're both Dirt Devils and I have a smaller apartment/carpeting, so no serious vacuuming. If I really wanted to, I could go to Costco, but I don't feel like getting a Shark or anything 'serious' vacuuming when I really have only a living room carpet and maybe my bedroom. One is the Endura Reach ($49.99) and the Target one is the Endura Max ($44.99). The only difference I see is the Max is heavier (9 lbs vs 11 lbs) and has a little bit of a bigger capacity (1.5L vs 2.0L), but other than that I'm not seeing anything crazy different? I'm kinda leaning towards the supermarket one ($49.99) because technically it's $20 off ($69.99 is normal price) and even though it's $5 more than the 'nicer' one at Target, I can use the additional $20 coupon in the future at the supermarket for produce/veggies/whatever. Does that kinda make sense?