The Truth Behind Walmart's Rollback Pricing. Should Customers Be Skeptical Of It?

With consumer prices up over 21% since 2020, it can be more important than ever to keep an eye out for deals and discounts. However, it can also be increasingly difficult to know if a deal is actually good or not given how recent rates of inflation have affected the costs of everything from groceries to clothing to big-ticket items like vehicles.

Plus, the sheer amount of price manipulation that retailers tend to use can make finding a genuine bargain even more of a challenge. From the fact that consumers tend to place more emphasis on the leftmost number in a price (for instance the "2" in $29.99) to the fact that consumers are predisposed to think that odd numbers are cheaper than even ones, there are a LOT of different ways that retailers can make their prices seem more affordable to would-be customers.

Adding on top of this are retailer-specific promotions and gimmicks. Much like how Kmart once made its in-store blue-light deals famous (Kmart just closed its last full-sized store in the U.S. by the way), many retailers offer signature bargains or promotions in their stores. From discounts of the day to more recent apps and reward programs, there's no shortage of potential deals for consumers. Perhaps one of the more famous examples of a pricing manipulation that you've likely come across before is Walmart's rollback pricing. However, even though you might come across these deals on a regular basis, it doesn't necessarily make them an actual bargain.

For those who might not know, Walmart's rollback deals are temporary price cuts on certain items online or in-store. These rollbacks bypass more complicated buy-one-get-one promotions or percentage sales, with a more clearly listed lower price on specific items. While it might seem like a company would be sparing with these kinds of offerings, there can actually be as many as 7,200 rollbacks happening across Walmart stores per quarter. However, it's important to realize that Walmart's famous rollback pricing promotion is ultimately manipulating consumers in several different ways.

For starters, even the phrasing of a rollback price suggests that Walmart is doing customers a favor by lowering its prices on select items. Similarly, the phrase "rollback" suggests that, at any time, the item could return to its higher price tag. This adds a sense of urgency to the discount that could lead people to purchase the item, even if they don't need it, simply because the price is currently lower. This can not only contribute to impulse buying but can quickly mess up your budget (we broke down five ways you're probably destroying your own budget).

Plus, when you consider that retailers tend to keep their most popular items in the back of their stores, traveling through a Walmart supercenter's average 182,000-square-feet store leaves room for a lot of potential "deals" and impulse purchases. Not to mention just how many signs an average consumer will see that reads "Everyday Low Prices" during their trip, which can subconsciously influence customers into believing it.

While spotting a brightly colored rollback sign can certainly cause a level of excitement, there are some key things to keep in mind to help ensure you stick to your budget and make Walmart rollback deals work for you. For starters, ensure you only buy rollback deals (this can apply to any kind of sale item at any retailer) when they're items you actually use and/or were already going to purchase.

While that sounds simple enough, it can be hard for some to ignore what they perceive as a good deal, even if it's an item they have never purchased before or don't actually need. It's important not to overly emphasize how much you save on an item to the point of forgetting what you actually spend on it. While a new shirt or snack might be a deal at half off the price, remember you're still spending the other half of the price on something you don't need.

Another way to combat the bombardment of retail rollback signs, subliminal messaging, and even specifically designed crowded aisles intended to make you buy more is to rely more on order pick-up services. As of February 2023, Walmart boasted over 4,500 locations that offered curbside pickup and 3,500 stores that offered same-day grocery delivery. These services can better allow consumers to stick more closely to their specific shopping list without the potential for in-store distractions and specials (though there are some specific products we recommend buying in-store rather than online).