Deceptive Pricing: Spot the Tricks and Save Money
If you’ve ever felt a bill was higher than you expected, you’ve probably run into deceptive pricing. It’s the practice of showing a low price up front, then adding extra charges later. The result? You think you’re getting a bargain, but the final total surprises you. Below we break down the most common tricks and give you clear actions to avoid them.
Common Tricks Used by Sellers
1. Hidden fees – A product might be advertised for £99, but when you reach checkout you see delivery, processing, or “environmental” fees that weren’t mentioned earlier. The extra cost can be 10‑30% of the original price.
2. Anchoring with “discounts” – Stores list an “original price” that never existed, then show a huge discount. The new price looks like a steal, but the real market price is usually higher.
3. Bundling without clarity – You’re offered a bundle of items for a “special price,” yet the bundle includes low‑value accessories you don’t need. The headline price seems low, but the value you get is much less.
4. Subscription traps – A one‑off deal is advertised, but the fine print signs you up for a recurring monthly charge. Canceling later can be a hassle.
5. Dynamic pricing tricks – Websites show a low price for a short time, then switch to a higher price once you’re interested. Cookies and location tracking make this easy for retailers.
What You Can Do to Fight Deceptive Pricing
First, always read the fine print. Look for words like “additional charges may apply” and click through to the full terms before you click “Buy”.
Second, compare the total cost on multiple sites. Use price‑comparison tools that include shipping and taxes, not just the base price.
Third, check return and cancellation policies. If a subscription is involved, note the deadline for a free cancel.
Fourth, keep an eye on your bank statements. Spot any unexpected charges early, and contact the seller right away.
Finally, know your rights under UK consumer law. The Consumer Rights Act protects you from unfair contract terms, and the Competition and Markets Authority can take action against businesses that consistently mislead shoppers.
By staying alert and doing a quick check before you buy, you can dodge most deceptive pricing traps. Your wallet will thank you, and you’ll shop with confidence knowing you’re not falling for hidden costs.
