Omnichannel

Walmart: We price the product, not the person

Photo: JuanArnoldo - stock.adobe.com

September 30, 2026

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Walmart, in an open letter to customers and employees, is making it clear that it won't be adjusting prices according to consumer shopping history, income or location.

"We price the product, not the person," stated John Furner, president and CEO, Walmart Inc., in a letter issued this past Friday.

The retailer will stick by its pricing principle of offering every day low prices.

"Prices can change. We lower them when we can pass savings along. Sometimes they rise because an item costs more to buy or transport. But using someone's income, shopping history or moment of need to charge them more would violate the EDLP [Every Day Low Prices] promise our business model is built on. We won't do it," wrote Furner.

The letter comes on the heels of consumers questioning digital shelf labels and whether the advertised price is matching what the check-out receipt illustrates.

Furner defended the use of digital shelf labels stating that they help save time on having store workers replace paper tags and said the shelf price should match what rings up at checkout.

"AI has added incredible new ways for us to serve our customers and members, and it rightfully also raises questions about the information it has access to," wrote Furner. "We've never used the relationships our associates have with customers to charge more, and we won't do that with AI."

Furner wrote that Walmart doesn't set different prices based on who the shopper is or the time of day.

"Your income, shopping history, urgency or what we think you could pay won't change the price. And whether you're buying groceries or electronics on a hot afternoon or in a sudden rush for an item, it's never a reason to charge you more."