couple of shoppers looking at prices unsatisfied
Written by Jason Smith,
March 28th, 2025 | Insights

Why Price Is Still the Biggest Challenge in Shopper Satisfaction

Shopper satisfaction has been a rollercoaster ride in recent years. While retailers have made big strides in improving product quality, assortment, and overall shopping experience, one issue still looms large—price. Why is price still the biggest hurdle, and what can retailers do about it? Let’s dive in.

Key Takeaways

  • Shopper satisfaction is bouncing back—except when it comes to price.

  • Even as retailers adjust, shoppers still feel the sting of high costs.

  • Price isn’t just about being the cheapest—it’s about trust and transparency.

  • Confusing discounts and inconsistent pricing are pushing shoppers away.

  • Retailers who fix the price perception problem will win long-term loyalty.

Table of Contents

Over the past few years, shopper satisfaction has been on a rollercoaster ride. In 2021, satisfaction across the four key retail pillars—Assortment, Product, Execution, and Price—was at a high point. 

Then came 2022. Inflation surged, stimulus checks disappeared, and shoppers felt the squeeze. Satisfaction levels plummeted across the board.

Since then, retailers have worked hard to rebuild trust. The assortment has expanded, product quality has improved, and execution—things like store layout and staff interactions—has made meaningful gains. Today, all three of these pillars are back above 2021 levels.

Except for one: Price.

The Price Problem

Price satisfaction took the hardest hit when inflation spiked, and unlike the other pillars, it hasn’t fully recovered. Shoppers are still feeling the pressure of rising costs, and their perception of value hasn’t caught up with reality. Even as some retailers improve their pricing strategies, shoppers remain skeptical.

Why This Matters

Price isn’t just about the lowest number on the shelf—it’s about perceived value. Shoppers want fair, transparent pricing, consistent deals, and confidence that they’re making smart purchases. If they don’t feel that, they’ll go elsewhere.

What Retailers Must Do

With inflation still a concern, retailers need to double down on building price trust:

  • Clearer Pricing Strategies – Avoid confusing discounts and pricing inconsistencies.
  • Stronger Everyday Value – Shoppers don’t just want deals; they want to feel like they’re getting a good price all the time.
  • Better Communication – Highlight price advantages and reinforce value perception through marketing and in-store messaging.

Price remains the biggest opportunity for retailers to improve shopper satisfaction. The retailers who get it right won’t just win on price—they’ll win on loyalty.

Want deeper insights into how price perception impacts satisfaction? Download our 2025 Shopper Satisfaction Report.

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