Most UK shoppers reject dynamic pricing for consumer goods, HyperFinity finds

By AI, Created 10:08 AM UTC, May 20, 2026, /AGP/ – A HyperFinity survey of 2,000 UK adults suggests dynamic pricing has little appetite in consumer goods, with 65% disliking it and 91% prioritising clear pricing. The findings also point to a gap between shoppers and retail leaders on what drives loyalty, with consumers focused on value and transparency.

Why it matters: - Dynamic pricing may work in travel and ticketing, but the HyperFinity survey suggests shoppers do not want the same model for groceries and clothing. - The findings matter for supermarkets and other retailers weighing pricing strategies during a period of economic uncertainty. - HyperFinity said more information on customer pricing and loyalty could help retailers avoid backlash and trust damage.

What happened: - HyperFinity surveyed 2,000 UK consumers to measure attitudes toward dynamic pricing across consumer goods and live events. - 65% of UK shoppers said they dislike dynamic pricing. - 33% of respondents said they “hate” the idea. - Only 4% said they “love” dynamic pricing. - 91% said clear and transparent pricing is a priority. - 88% said getting the best possible price matters. - 82% said fairness matters, including the idea that everyone pays the same price.

The details: - Thomas Hill, HyperFinity co-founder and retail expert, said dynamic pricing is “not coming to consumer goods or grocery for the foreseeable future.” - Hill said supermarkets understand the risk of a backlash if prices changed based on weather or other factors. - Hill said core staples such as bread, milk and cheese are tied to customer needs rather than demand elasticity. - Hill said any perception of exploiting shoppers would be “catastrophic for trust and loyalty.”

Between the lines: - The survey suggests dynamic pricing faces a stronger emotional barrier in everyday retail than in entertainment or travel. - London and younger shoppers appear more open to the idea, but both groups still show substantial resistance. - In London, 37% said they like dynamic pricing, while 51% showed overall resistance. - Among 18-34s, 41% expressed some level of support. - Only 6% of people over 55 said the same. - Even among younger consumers, 46% said they dislike dynamic pricing. - HyperFinity also polled 40+ retail leaders at its Retail Loyalty Index event in London last week. - The retailer poll showed a gap between what leaders think drives loyalty and what consumers say they want. - 88% of consumers said price matters, but only 13% of retail leaders said price drives loyalty. - Retail leaders ranked brand and experience at 81%, offers and discounts at 56%, and product at 50% as loyalty drivers. - The split suggests retailers may be overweighting emotional brand building and underweighting basic value signals.

What’s next: - HyperFinity said retailers that do not recalibrate around fairness and clarity risk building loyalty strategies on the wrong foundations. - The company expects consumer-goods dynamic pricing to remain limited unless shopper attitudes change. - Hill said leadership teams should adjust to what consumers are signaling now: fairness and clarity first.

The bottom line: - For UK shoppers, predictable pricing still beats algorithmic experimentation in the supermarket aisle.