Concerns Over Personalized Pricing in Retail
Are we entering an era of “personalized pricing?”
A recent study indicates that many Americans aren’t quite on board with this idea.
The possibility of retailers using AI to adjust prices based on individual data and shopping habits raises significant privacy and fairness issues.
According to a survey by Talker Research, 62% of Americans expressed varying degrees of concern about personalized pricing determined by factors like browsing history and location, with 33% being somewhat concerned and 29% very concerned.
Surprisingly, only 10% of the 2,000 respondents said they weren’t worried about this potential future.
In response to these concerns, California’s attorney general is investigating the use of personal data for pricing, while New York recently enacted a law mandating that retailers disclose when prices are influenced by personal information, as reported by Forbes.
The consequences of implementing such pricing strategies can be significant.
A considerable portion of the population—66%—indicated that they would cease shopping at a retailer that charged them more due to their personal data and purchasing history. In contrast, 17% said they would continue shopping regardless, while another 17% were uncertain about how they would react in that scenario.
The fairness of this model has sparked some discussion. While 37% of respondents believe that personalized pricing is generally less fair compared to fixed pricing, opinions vary. Some 30% feel it could actually offer a fairer approach, with 33% suggesting it might be equally fair.
It seems choice is an important factor for many Americans concerning personalized pricing. Nearly half (48%) stated they would prefer shopping at a retailer that lets them opt out of data-driven pricing, even if it means missing personalized deals.
Interestingly, 42% indicated that the option to opt out wouldn’t influence their shopping decisions, while just 10% said it would deter them from purchasing from that retailer.
Reflecting on personal data use by online retailers for pricing, survey participants voiced the following concerns:
- Very concerned – 29%
- Somewhat concerned – 33%
- Not concerned or indifferent – 28%
- Somewhat indifferent – 6%
- Very unconcerned – 4%
The research methodology involved Talker Research conducting an online survey with 2,000 Americans between December 5 and December 10, 2025. The survey link is available for further details.
