A recent Talker Research survey shows growing consumer unease with "surveillance pricing," where retailers use personal data, such as browsing history, purchase habits, or location—to set individualised product prices.
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About 62% of U.S. respondents expressed concern over this practice, and two-thirds said they would stop shopping with a retailer if charged more due to their data. Only 17% indicated they would continue buying regardless of personalised pricing.
Opinions on fairness were mixed: 37% viewed personalised pricing as less fair than fixed pricing, 30% saw it as potentially fairer, and the remainder felt both approaches were equally fair. Nearly half of respondents (48%) said they would be more inclined to shop with retailers that allowed opting out of data-based pricing, even if that meant missing personalised deals.
The survey, conducted from December 5–10, 2025, included 2,000 U.S. residents across age, gender, and regional groups.
This study highlights the tension between advanced retail analytics and consumer trust, signalling that retailers must balance data-driven pricing strategies with transparency and customer control to maintain loyalty in online shopping.
Source: www.furnituretoday.com
