Dynamic pricing not coming to consumer goods anytime soon as Brits back predictable prices

Dynamic pricing may be reshaping industries from travel to ticketing, but is not on the agenda for consumer goods - such as clothes and groceries - anytime soon, according to a new study from HyperFinity. 

The retail loyalty company commissioned a survey of 2,000 UK consumers and says it found clear and decisive sentiment, with a third going as far to say that they ‘hate’ the idea.

Key findings:

• 65% of UK shoppers dislike dynamic pricing, (including 33% who ‘hate’ it)

• Only 4% say they ‘love’ the idea

• 91% prioritise clear and transparent pricing - the highest-rated factor

• 88% say getting the best possible price is important

• 82% value fairness - ensuring everyone pays the same price

“Dynamic pricing is not coming to consumer goods or grocery for the foreseeable future,” says Thomas Hill, Co-founder at HyperFinity. “Supermarkets understand the risk of a backlash from implementing prices, which change by weather or other factors. Core staples such as bread, milk, cheese are tied to customer needs and not to demand elasticity. Any perception of exploiting that would be catastrophic for trust and loyalty.”

While opposition is clear nationwide, the data reveals demographics more receptive to dynamic pricing - particularly among Londoners and younger consumers. In London, 37% say they like dynamic pricing, with lower overall resistance (51%) than the national average. Among 18-34s, 41% express some level of support, compared to just 6% of over-55s However, 46% of younger consumers still dislike dynamic pricing, reinforcing that acceptance remains limited.

By comparison, HyperFinity also took a snapshot poll from 40+ retail leaders at its Retail Loyalty Index event last week in London, which revealed a disconnect between what retailers think matters in consumer loyalty, and the reality. While 88% of consumers say price matters, just 13% of retail leaders believe price drives loyalty.

Instead, when asked about what drives loyalty, retail leaders believe they should prioritise: Brand and experience (81%); Offers and discounts (56%); Product (50%). This suggests many retailers see loyalty as an emotional and experiential outcome - while consumers place it firmly in value and transparency.

“Retailers may be overestimating the role of brand and experience, and underestimating the continued power of price, particularly during this time of continued economic uncertainty,” says Hill. “Consumers are telling retailers loud and clear - fairness and clarity come first. If leadership teams don’t recalibrate around that, they risk building loyalty strategies on the wrong foundations.”

2026 RTIH Innovation Awards

Customer loyalty will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.