Name: When a Sale Price Isn’t a Discount: How Deceptive Pricing Tricks Shoppers
Uploaded: 2023-09-19T18:47:00Z
Duration: 5 min 36 s
Description: Several retailers have been sued for posting sale prices on items that aren’t actually discounted prices. WSJ reporter Patrick Coffee joins host J.R. Whalen to discuss how the process works, and what consumers can do. Photo: Brent Lewin/Bloomberg

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Several retailers have been sued for posting sale prices on items that aren’t actually discounted prices. WSJ reporter Patrick Coffee joins host J.R. Whalen to discuss how the process works, and what consumers can do. Photo: Brent Lewin/Bloomberg

https://m.wsj.net/video/20230919/4968c053-3997-4539-a3fc-f1dea0ba62d9/1/hls/manifest-hd-wifi.m3u8

When a Sale Price Isn’t a Discount: How Deceptive Pricing Tricks Shoppers

JR: Here's "Your Money Briefing" for Tuesday, September 19th. I'm JR Whalen for "The Wall Street Journal." Several large retailers are facing litigation for deceiving consumers with sale prices that weren't actually discounts. "Wall Street Journal" reporter Patrick Coffee looked into this and joins me. So Patrick, walk us through how this deceptive pricing is done.

Patrick: Well, it's one of the oldest practices in the retail industry, and it's relatively simple. For example, if you have a shirt or a vest that regularly sells for 19.99 at a given store, the retailer will briefly raise that price to let's say $40, and then bring the price back down and advertise the item as being 50% off for limited time. And in some cases, allegedly, the retailers don't even bother to actually raise the price. So they give the illusion of the item being on sale, when in fact, that's just not accurate.

JR: Can you give us an example of where this was done?

Patrick: It's almost every retail chain, and also big E-commerce companies like Amazon. For example, in our story, we cited a research paper that went over the sales of vacuum cleaners on Amazon over a given amount of time in 2017. It found that one seller in particular had listed this specific vacuum cleaner for 114.99, and then over about 48 hours raised the price, so it was disguising a price increase as a discount. And if consumers haven't been closely tracking the changes in that price, they wouldn't know it.

JR: What did Amazon have to say about that?

Patrick: They said that they have now enacted ways for consumers to report sellers if they see this going on. It's not clear that it has stops. It really seems like a bit of an extended game of Whac-a-Mole where you can take down one seller and another one will pop up.

JR: Now why are some retailers doing this more often now?

Patrick: Well, what analysts told me was that the practice all but disappeared during the pandemic because people weren't going out shopping and retailers didn't have this glut of inventory that they needed to get rid of. Now however, their sales are beginning to drop after the post-pandemic boom, so they really need to unload all this inventory, and they're desperate to beat out their competitors in terms of sales volume. So they're going back to what has worked for them in years past.

JR: Do consumers know this is going on?

Patrick: In most cases, I would say no. I mean, I, just speaking for myself as a consumer, I really had no idea. And that's one of the reasons that I found this story so interesting. On the one hand, you see these sale promotions all the time, and they start to blend together and you wonder how accurate they are, but I really didn't know exactly how this goes down and it was surprising to me.

JR: So what happened to companies that have gotten caught doing this?

Patrick: An increasing number are getting sued. And this is on a state by state basis because the FTC does have guidelines for deceptive pricing. But generally speaking, they defer to the states, 'cause they have other priorities, of course, and they sorta just let the state attorney's general take care of these sorts of cases. And they can get significant fines. It can be in the tens of millions of dollars if they're found liable.

JR: And if retailers are caught and fined, they typically stop doing the deceptive pricing?

Patrick: It really varies from case to case. A great example is JCPenney, which was sued for doing this about 10 years ago. And then they brought on a new CEO in 2012, and they attempted to sort of back off from that strategy and go toward more what they would call everyday low prices. And the result was the opposite of what they expected. They found that sales declined significantly because consumers were just used to seeing these advertised discounts everywhere, and they didn't really know what to make of it when they disappeared. And then not a decade later, they were sued for allegedly using the same practice.

JR: Wow, there's a lot here for consumers to give track of. How can they raise their radar to spot this type of deceptive pricing?

Patrick: It's difficult, but E-commerce has enabled us to do a lot more comparison shopping. The answer is if we're looking for a specific item, then we need to be on top of any price changes in that item. There are also some services that track changes in prices of an individual product on platforms like Amazon, but generally speaking, it's clear that this practice has led to increased confusion among consumers.

JR: So this can really give consumers fits when they're trying to go through a store and keep to a budget. Can this problem go away?

Patrick: Well, the conclusion of a recently published research paper is essentially that no, it can't. And the reason is that the losses or the risk that a retailer faces in potentially losing out in sales to a competitor is greater than the risk it faces from paying tens of millions of dollars to settle a related lawsuit.

JR: So in the grand scheme of things, the fine is just a slap on the wrist?

Patrick: Essentially, yes.

JR: That's "Wall Street Journal" reporter Patrick Coffee. And that's it for "Your Money Briefing." Today's show was produced by Ariana Aspuru with deputy editor Chris Zinsley and supervising producer Melony Roy. I'm JR Whalen for "The Wall Street Journal." We'll be back tomorrow morning. Thanks for listening.

WSJ's Your Money Briefing podcast is your personal-finance and career checklist. Finance reporters and experts break down complicated money questions every weekday to help you make better decisions about managing your money. 

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