Kroger Worker replaces the price tag to make it look like the item is on sale

On January 17, an alleged Kroger employee posted a TikTok where he replaced a price tag on an item with a “sale” tag. Except the new price was the same as the original, raising concerns about the legality of the act.

@kekm_ these stores are gonna get you man they shy #job #kroger #lifehackvideo #fyp ♬ original sound – Keishon M

User @kekm_ starts the video with the overlay text reading “this should be illegal”. The TikToker then peels off a $2.49 price tag of Velveeta cheese on a shelf, only to replace it with a new one that claims the original price was $2.99. In the tag, the new “sale” price is still $2.49, which shows that the item is not actually discounted.

Nearly a million people have now viewed TikTok, with a barrage of viewers flooding the comments debating whether or not it is truly illicit.

Many commenters said this isn’t new, but it’s actually a tactic that many retail store departments have been using for ages.

“Tell me you never worked in retail without telling me you never worked in retail,” one wrote.

“That’s literally what they do everywhere on Black Friday,” another commented.

However, some were quick to point to other major retail stores that have faced class action lawsuits over similar sales tactics. “This is illegal. A store cannot raise the price of goods in an attempt to have a ‘sale’ at the normal price. This can be difficult to catch and prove intent,” one comment read. -some cited well-known department store Kohl’s as having lost a “huge lawsuit over this”.

According to a 2016 NBC News article, Kohl’s wasn’t the only one being sued for “false” selling prices. Retail giants like JCPenney, Sears and Macy’s have also been sued.

“Customers have a right to know the truth about the prices they pay and to know if a good deal really is a good deal,” Los Angeles City Attorney Mike Feuer said in a statement, according to NBC. The article adds that “Under California law, stores cannot advertise an old price unless it was the price in effect three months ago, or if the date of the original price is clearly indicated in the advertisement”. Kohl has already settled a similar lawsuit for $6.15 million.

It’s still unclear if Kroger’s price change shown in @kekm_’s TikTok is enough to warrant the extent of a lawsuit, but the general consensus seems to be that people don’t like to be duped.

“[The tactic] works too,” one TikToker commented. “It just shows that people care more about the perception of a ‘deal’ than really whether a product is worth the price.”

The Daily Dot has reached out to @kekm_ and Kroger for comment.

Essential reading on the Daily Dot

*First published: January 23, 2022, 2:00 p.m. CST

Giselle Hernández

Gisselle Hernandez is a freelance journalist based in Belize, where she writes about travel and internet culture. She enjoys watching anime, playing video games, and covering all things TikTok.

Giselle Hernández

Richard L. Militello