Dupe Detective

Do pricing errors hurt customer retention? What 2,011 shoppers said

Short answer

Yes. In a fall 2025 University at Buffalo survey of 2,011 U.S. shoppers, 71% said repeated pricing errors would make them switch to another retailer, 43% said errors would make them shop at that store less often, and 26% said they would spend less there. One in four shoppers said they are overcharged at checkout at least monthly.

Most retailers treat a pricing error as a small refund. Shoppers treat it as a reason to trust the store less. The cost shows up later, in fewer visits and smaller baskets.

What shoppers say

The University at Buffalo School of Management's Center for Marketing Analysis surveyed 2,011 U.S. shoppers in fall 2025. Read the report (PDF).

  • One in four shoppers say they're overcharged at checkout at least once a month.
  • 71% say repeated pricing errors would make them switch to another retailer.
  • 43% say errors would make them shop at that store less often, and 26% say they'd spend less there.
  • 91% say they're likely to point out a pricing error to someone in the store.
  • About a third don't know whether their store has a fair way to make up for pricing errors.

Frequency matters most

The same survey found that shoppers who run into errors weekly or more often were far more likely to report a major loss of trust than shoppers who see them occasionally. One mistake is forgiven. A pattern sends people elsewhere.

Errors aren't rare

In the 2024 National Price Verification Survey, 23% of 7,462 government price inspections at U.S. stores failed the pricing accuracy standard. See the full checkout overcharge statistics.

Where the damage happens

A mistake caught at the register is a small, fixable moment. The cashier voids the line, the shopper sees it fixed, and they leave satisfied. A mistake found at home is different. The shopper has to call, drive back, or dispute the charge with their bank, and the store becomes the place that cost them time.

That's why the timing of the catch matters as much as the error rate. Every mistake caught before the customer walks out is one that doesn't turn into lost trust.

What to do about it