‘It’s time for a revolution’ say Walmart shoppers over ‘surge pricing’ fears linked to controversial price tag change

WALMART shoppers are raising concerns over the possibility of surge pricing on groceries.

Some fear the retail titan’s new electronic shelf labels could be used to change prices quickly and raise the cost of products during busy shopping times.

Social media is abuzz with alarm over Uber-style “dynamic” pricing — a system where prices go up when demand is highest — despite reassurances from Walmart.

The company is rolling out digital shelf labels across hundreds of stores, allowing prices to change more easily. By 2026, over 2,300 Walmart locations will use digital price labels on their shelves.

Walmart says the change is meant to increase efficiency for workers, who currently need to make all price updates by hand.

However, grocery expert Phil Lampert told NPR the implementation could make surge pricing an option for the company.

“If it’s hot outside, we can raise the price of water and ice cream,” Lampert said in a quotation that has since made the rounds on social media.

“If there's something that’s close to the expiration date, we can lower the price — that’s the good news,” he added.

The outlet reported that the new system could allow prices to change as frequently as every ten minutes.

That sparked a swift backlash from shoppers.

SURGE SCOURGE

Thousands reacted to the new technology on X.

“Surge pricing on GROCERIES!?” one influencer posted. “I don't care what your political affiliation is, but it's time for a revolution to stop these corporate overlords.”

That tweet received over 1,000 retweets and 26,000 likes.

“Surge pricing is the greediest thing I’ve ever seen,” another said.

“Can change the price in 10 seconds?” another user asked. “Does this mean prices can change while I am shopping? While items are in my cart? While I am literally in line to pay?”

Others have feared that even less frequent price changes could lead to company gouging.

“Hurricane coming? Price increase. Snow storm coming? Price increase. Heat wave coming? Price increase,” another tweet said.

Some users pointed out the wealth of Walmart's leadership as part of their frustration.

The company's CEO, Doug McMillon, received $26.9 million in compensation last year. That's nearly 1000x the median Walmart employee's pay, according to Business Insider.

However, others called out “fearmongering” over the label change, which Walmart says will not be used for dynamic pricing.

Walmart representatives told Fast Company price changes would be “only for planned Rollback and Final Clearance items.”

The U.S. Sun reached out to Walmart for comment.

PRICE PROBLEMS

With millions of Americans remaining inflation-weary, fears of surge pricing can quickly spread.

The CEO of Wendy’s came under fire this spring after saying the fast food company would implement surge pricing.

Eventually, the company walked back his comments.

Cracker Barrel also has plans to offer differently-priced items over the course of the day.

Inflation is holding steady, and significantly lower than its 2022 peak.

Walmart recently announced it was lowering some prices as it saw some product prices deflate.

Walmart stores closed in 2024

So far, Walmart has closed the following stores in 2024:

• San Diego, California - February 9
• El Cajon, California - February 9
• Columbus, Ohio - February 16
• West Covina, California - March 29
• Towson, Maryland - April 5
• Granite Bay, California - April 12
• Milwaukee, Wisconsin - May 19
• Fremont, California - May 24
• Aurora, Colorado - June 7