Shoppers are watching prices closely this holiday season, and Walmart is feeling it

Holiday shoppers are paying close attention to prices this year, and Walmart is taking much of the heat for it. That is the focus of a Retail Dive piece about dynamic pricing and a more anxious customer. The practical point for anyone buying gifts: a price you see today may not be the price you see tomorrow.

What dynamic pricing means

Dynamic pricing means a store can change a price based on demand, timing or other factors. The same item can cost one amount at one moment and a different amount later. It is not a new idea, but it gets more attention when people are watching every dollar.

Who it affects

Anyone shopping for the holidays is touched by this, whether they buy in a store, on a website or in an app. Walmart is drawing the most criticism right now, according to the report. That does not mean it is the only retailer that adjusts prices. The material available does not say how other stores compare.

What is not known yet

The full article was not available, so several details are unclear. It is not known exactly what Walmart is being criticized for, how often its prices change, or how the company has responded. No figures on price differences were provided.

What to do

• Check the price more than once before you buy.
• Compare the app, the website and the store shelf.
• Look again on different days as the holidays get closer.

Prices can differ between apps, stores and days, so a quick second look may save money.