Surveillance Pricing: How Retailers Adjust Prices Around You

Have you ever noticed the price of an item online changing after you’ve viewed it, or seen one price in a store, another on your phone, and yet a different price on your computer? This isn’t a glitch—it’s called surveillance pricing, and it’s becoming more common.

What Is Surveillance Pricing?

Surveillance pricing occurs when retailers track shopping behavior—what you click, search for, or even where you live—to adjust prices in real time. The more interest you show in an item, the more the system may interpret that you’re willing to pay a certain price.

For decades, social media platforms, data brokers, big-box and e-commerce retailers, and financial institutions have collected data about consumer behavior. With the help of AI and automated pricing systems, retailers can now adjust prices based on individual preferences, location, and browsing habits. The goal: set the price a customer is most likely to pay for a specific product at a specific time.

Where You Might See It

• Online: Companies like Amazon and airlines frequently adjust prices based on browsing history, device, and location. Not all shoppers see the same deal at the same time.

• In Stores: Loyalty programs, apps, digital shelf tags, and geolocation data can influence pricing or offers. If a retailer observes that a customer frequently buys a product or seems ready to purchase, offers may adjust accordingly.

Real-World Examples

• Amazon: Prices for the same item can fluctuate multiple times per day.

• Airlines: Ticket prices often change after repeated searches on the same route.

• Ride-Sharing Apps: Surge pricing adjusts rates in real time based on demand.

• Target: Prices may vary based on location or search history.

A Tale of Two Shoppers

Consider Sarah and Daniel, both shopping at the same store for the same TV:

• Sarah: Uses the store app from the parking lot. The TV shows $499 with a $20 coupon.

• Daniel: Already in the electronics aisle, has checked the TV multiple times this week. The app now shows $549—no coupon.

These differences reflect how retailers can use location and browsing data to adjust pricing or promotions, rather than an error or glitch.

Tips for Shopping Online and In-Store

• Clear cookies or browse in private mode when shopping online

• Compare prices across devices and platforms

• Take your time on major purchases to monitor pricing trends

• Consider local, trusted retailers who prioritize relationships and expertise

Shopping with Confidence at K. Hollis

At K. Hollis Jewelers, our pricing approach is straightforward: we don’t use algorithms or hidden trackers to set prices. Buying jewelry with us is based on trust, transparency, and fairness. Every diamond, design, and piece has clear pricing, and we guide you through your options to find the right piece for your budget.

What you can expect when shopping with us:

You’ll always find consistent, fair pricing every time. Our knowledgeable staff offers expert guidance to help you along the way. We’re transparent about quality, value, and design options so you know exactly what you’re getting. Most importantly, you can feel confident that your purchase is perfect for your once-in-a-lifetime moment.

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