How to Avoid Paying More With Dynamic Grocery Pricing

The era of the paper price tag is ending. Major retailers are rapidly replacing static paper labels with Electronic Shelf Labels (ESLs)—digital screens that allow stores to change prices instantly with the click of a button. While stores claim this technology improves efficiency and accuracy, consumer advocates warn it opens the door to “dynamic pricing.” This practice, similar to Uber’s surge pricing, allows retailers to raise prices during peak hours or periods of high demand. In 2026, shoppers need new strategies to ensure they don’t unknowingly pay a premium simply because they shopped at the wrong time.

Understand the Technology

Electronic Shelf Labels allow a central computer to update thousands of prices in seconds. A store could theoretically raise the price of ice cream on a hot Saturday afternoon and lower it on a rainy Tuesday morning. While most retailers currently deny using “surge” pricing, the infrastructure is now in place. Awareness is the first line of defense. If a store uses digital tags, the price is fluid. Shoppers must stop assuming that the price they saw last week—or even last hour—is the price they will pay right now.

Shop During Off-Peak Hours

Dynamic pricing algorithms typically target high-traffic windows. The hours between 4:00 PM and 6:00 PM on weekdays and midday on weekends represent the highest demand. If a retailer were to implement surge pricing, these are the windows they would target to maximize revenue. Shifting shopping trips to “low demand” times, such as Tuesday mornings or late evenings, reduces the risk of encountering inflated prices. The algorithm has no incentive to raise prices when the store is empty.

Lock in Prices with “Click and Collect”

One of the most effective ways to defeat dynamic pricing is to shop online for curbside pickup. When a shopper places an order through the store’s app or website, the price is locked in at the moment of purchase. Even if the in-store shelf price rises an hour later, the digital receipt honors the original price. This method allows consumers to shop from the safety of their home, immune to the real-time fluctuations happening inside the physical building.

Verify Prices with the App

Smart shoppers should keep the store’s app open while walking the aisles. Occasionally, a digital shelf tag might display a higher price than the advertised online price. Most major retailers have a “price match” policy that honors their own online pricing. Scanning an item with the app verifies the true cost. If the app shows a lower number than the shelf, showing the cashier the phone screen guarantees the lower rate. This digital audit keeps the retailer honest.

Watch for “Glitchy” Tags

Sometimes, technology fails. A digital tag might blink, display an error, or show a price that seems astronomically high due to a decimal error. Shoppers should never blindly trust the screen. If a price looks wrong, taking a photo of the tag and asking for a price check at the register is crucial. Human error still exists behind the digital system, and vigilance prevents overpayment.

Voting with Your Wallet

Ultimately, if a local store aggressively implements surge pricing strategies that hurt the consumer, the strongest response is to shop elsewhere. Stores like Aldi and Trader Joe’s have largely resisted the complex digital pricing models, sticking to static pricing. Shifting business to these transparent competitors sends a clear signal that consumers reject the gamification of their grocery bills.