North American retailer Target has updated its Video Games hub to reveal what could be a PlayStation 4 price drop. The image below, live now on the retailer’s site, suggests that a $50 price drop is coming soon, meaning the system will start at $349 instead of $399 in the United States. For now, this is unconfirmed.

Target is also currently running a limited-time promotion where it’s giving away $50 gift cards with the purchase of select PS4 bundles. However, the wording in this image suggests it’s referring to a permanent price drop. In addition, the image used in the price drop banner is for Uncharted: The Nathan Drake Collection, which is not one of the titles that comes with a gift card.

We’ve contacted Sony in an attempt to get to the bottom of this.

Just weeks ago, Sony announced a price cut for the PS4 in Japan. After that, Xbox boss Phil Spencer said he expects a PS4 price cut in North America, possibly in time for the holidays.

The PS4 launched in November 2013 priced at $400, where it’s stood ever since. By comparison, the Xbox One debuted at $500 (with a Kinect camera), but later dropped to $400 and then again to $350 where it stands today for the base model without the Kinect.

Sony’s next announcement event will be the Paris Game Show later this month.