Alberta Shopper Alleges Deceptive ‘Super Price’ Tactics at Supermarkets
EDMONTON, AB – A local senior is raising concerns about perhaps misleading pricing practices at Alberta supermarkets, claiming items marketed wiht prominent “sale” signage are often simply sold at their regular price under a “super price” label. The woman, who wished to remain anonymous, says the tactic preys on shoppers, particularly those with vision difficulties, leading them to believe they are receiving a discount when they are not.
The shopper recounted a recent pre-Christmas shopping trip where she believed she’d found a bargain, only to be corrected by her grandson. “I took something in my hand and told my grandson how lucky we are that it’s on sale. He looked at me a little strangely and said that it wasn’t on sale at all, that the item was on sale a little further away,” she explained. “There was a yellow price tag, so I didn’t believe him. It wasn’t until I took a good look at the two price tags that I found out that mine is really a bit more expensive. I think it’s a scam! Especially for people like me, who are older.”
The practice, described as “fairly common” by the report, involves displaying large “sale” signs alongside items with yellow price tags labeled “super price” – often representing the item’s standard, long-term price. Because it isn’t a true discount, supermarkets are not legally required to display the lowest price from the past 30 days on the label.
PrahaIN.cz editors confirmed the practice during their own supermarket visits, noting that items marked with “super price” are often strategically placed at entrances or in high-traffic areas. When questioned about the yellow price tags, a supermarket salesman reportedly stated that “not every event is a discount” and that all relevant price facts is available on the label.
This isn’t the first time pricing clarity has been questioned at supermarket chains.PrahaIN.cz previously reported on similar concerns regarding unclear pricing at Penny Market, where a spokesperson, Tomáš Kubík, stated the company aims to offer “quality products at favorable prices” and visibly marks promotional offers, including listing the lowest price from the last 30 days when legally required.
The senior shopper’s experience highlights a potential issue for vulnerable consumers who may be misled by the prominent “sale” signage and smaller “super price” labels.
