diff --git a/dealwatch/cli.py b/dealwatch/cli.py
index c1e937b..c82d583 100644
--- a/dealwatch/cli.py
+++ b/dealwatch/cli.py
@@ -1,4 +1,5 @@
 import argparse
+import time
 
 import yaml
 
@@ -14,6 +15,12 @@ def main():
         type=str,
         default='dealwatch.yml',
     )
+    parser.add_argument(
+        '-i', '--interval',
+        help='The target scrape interval, in minutes. (default: %(default)s)',
+        type=float,
+        default=10,
+    )
     parser.add_argument(
         '--user-agent',
         help='The user-agent to spoof. (default: %(default)s)',
@@ -46,8 +53,11 @@ def main():
     # start the http server to server the prometheus metrics
     start_http_server(args.listen_port, args.listen_address)
 
-    for scrape_target in scrape_targets:
-        print(scrape_target.query_target())
+    # start the main loop
+    while True:
+        for scrape_target in scrape_targets:
+            print(scrape_target.query_target())
+        time.sleep(args.interval * 60)
 
 def parse_config(config_filename):
     result = []
@@ -70,6 +80,7 @@ def parse_config(config_filename):
                     url=get_field_or_die(target, 'url'),
                     selector=get_field_or_die(target, 'selector'),
                     regex=target.get('regex'),
+                    parser=target.get('parser'),
                 ))
     return result
 
diff --git a/dealwatch/scrape_target.py b/dealwatch/scrape_target.py
index 71a20b5..b81d135 100644
--- a/dealwatch/scrape_target.py
+++ b/dealwatch/scrape_target.py
@@ -1,15 +1,19 @@
+from email import parser
+import json
 import re
 
 import httpx
 import parsel
+import pyjq
 
 class ScrapeTarget:
-    def __init__(self, product_name, target_name, url, selector, regex=None):
+    def __init__(self, product_name, target_name, url, selector, regex=None, parser=None):
         self.product_name = product_name
         self.target_name = target_name
         self.url = url
-        self.selector = selector+'::text'
+        self.selector = selector
         self.regex = re.compile(regex if regex else r'[0-9]+(\.[0-9]{2})?')
+        self.parser = parser if parser else 'html'
         self.headers = {}
 
     def query_target(self):
@@ -21,16 +25,35 @@ class ScrapeTarget:
             headers=self.headers,
             follow_redirects=True,
         ).text
-        selector = parsel.Selector(text=query_response)
 
-        # Match the selector
-        selector_match = selector.css(self.selector).get()
-        if selector_match:
-            # Match the regex
-            regex_match = self.regex.search(selector_match)
-            if regex_match:
-                str_result = regex_match.group(0)
-                # Convert the reult to float
-                float_result = float(str_result)
-                return float_result
-        return None
\ No newline at end of file
+        # parse the response and match the selector
+        selector_match = ''
+        if self.parser == 'html':
+            # parse response as html
+            selector = parsel.Selector(text=query_response)
+            selector_match = selector.css(self.selector).get()
+        elif self.parser == 'json':
+            # parse response as json
+            query_response_json = json.loads(query_response)
+            selector_match = str(pyjq.first(self.selector, query_response_json))
+        else:
+            # TODO: better error handling
+            print('invalid parser!')
+            return None
+
+        if not selector_match:
+            # TODO: better error handling
+            print('no selector_match!')
+            return None
+
+        # match the regex
+        regex_match = self.regex.search(selector_match)
+        if regex_match:
+            str_result = regex_match.group(0)
+            # convert the result to float
+            float_result = float(str_result)
+            return float_result
+        else:
+            # TODO: better error handling
+            print('no regex match!')
+            return None
\ No newline at end of file
diff --git a/setup.cfg b/setup.cfg
index 38d1319..1f2fd7d 100644
--- a/setup.cfg
+++ b/setup.cfg
@@ -13,6 +13,7 @@ install_requires=
   PyYAML~=6.0
   httpx~=0.23.0
   parsel~=1.6.0
+  pyjq~=2.6.0
   prometheus-client~=0.15.0
 
 [options.entry_points]