Dollar General worker blasts chain in viral video for ‘absurd’ price tag change – shoppers say it ‘should be illegal’

IN a recent TikTok video that has ignited a wave of outrage and discussion, a new employee at Dollar General, has brought attention to what many are calling a deceptive pricing practice.

“Not very demure of them,” the creator captioned the video, pointing out an issue with the pricing of a product in the store.

The video by Ashtyn (@ashtyn4444) reveals that a sale sticker on the Forever Pals Bowl displays a new sale price of $5.75, down from an original price of $6.

However, the Dollar General original price tag on the bowl indicates that the item was already priced at $5.75.

This apparent discrepancy suggests that the product was never really on sale, calling into question the legitimacy of the so-called discount.

Ashtyn's video features a direct commentary, writing “corporations are playing in our faces,” implying that the sale sticker is a tactic to mislead customers into believing they are receiving a better deal than they actually are.

The video has since gone viral, resonating with many viewers who are concerned about what they perceive as misleading retail practices.

PRACTICE 'SHOULD BE ILLEGAL'

The reaction to the video has been swift and intense. Commenters on the TikTok post have expressed their frustration and disbelief.

One outraged viewer commented, “This should be illegal,”

“This is literally scamming,” someone else said.

“Calling 25 cents off a 'sale' is absurd,” Ashtyn said in a reply to a comment on her video.

Dollar General has yet to issue a public response to the video or provide an explanation for the pricing discrepancy.

PRICE HIKING

Kroger is facing mounting criticism from customers following revelations about its pricing practices that emerged during a recent court hearing.

On Tuesday, Kroger's senior director for pricing, Andy Groff, was questioned by an FTC attorney about the retailer's pricing strategies.

During the hearing, Groff admitted that Kroger had raised the prices of eggs and milk at rates exceeding inflation.

This information came to light through an internal email from March, which was presented at the hearing.

Digital Labels 101

Digital or electronic shelf labels have quickly become popular among retailers due to the amout of benefits it brings to brands and their employees.

Digital labels are wireless display systems that stores use to show product prices.

Often the labels are attached to the front of a retail shelf and once applied, it is digitally connected to the store's point-of-service system, reducing the price of management labor costs.

The labels have also allowed retailers to introduce dynamic pricing, which has been controversial among shoppers.

Dynamic pricing is when a business sets flexible prices based on current market demands.

Digital labels can also:

Source: Solum

The email detailed a "significant" price increase on these staples, with Groff acknowledging that Kroger aimed to "pass through our inflation to consumers."

Groff’s testimony highlighted that retail inflation for milk and eggs had outpaced cost inflation, which fueled the price hikes.

The email indicated that Kroger had been adjusting prices to align with higher inflationary pressures.

In response, a Kroger spokesperson criticized the email as "cherry-picked" and argued that it represented only a specific period, not Kroger’s broader pricing strategy.

The spokesperson emphasized that Kroger's long-term approach has been to lower prices for customers by reducing profit margins.

Despite this defense, the email and Groff's statements have provoked a strong reaction from Kroger's customers. Many shoppers took to social media to express their discontent.

One user described the pricing as "borderline obscene," while another questioned the surprise at the revelation.

A third user even hoped that the controversy would influence the FTC's decision on Kroger’s proposed merger with Albertsons.

Customer complaints don't stop there.

A shopper reported being overcharged for a pack of sausages during a recent purchase and was allegedly informed by a Kroger employee that the issue could not be resolved. Frustrated, the shopper abandoned their cart and left the store.

Plus, some customers criticized a "unacceptable" shortage of cashiers at checkout areas in their local Kroger stores. In response to the situation, they also left items behind in protest as the company issued an apology.