US Grocery Chains Expand Digital Shelf Labels Amid Surge Pricing Concerns

Grocery stores across the United States are increasingly adopting electronic shelf labels (ESLs), which allow prices to be updated instantly and potentially multiple times per day, as seen in other countries like Norway and the Netherlands. Retailers such as Walmart, Kroger, Lidl, and Whole Foods are expanding or initiating pilot programs for these digital price tags, highlighting benefits like reduced labor for changing paper labels and more time for employees to assist customers. However, consumer advocates and political figures, including Senator Elizabeth Warren, have expressed concerns about the potential for surge pricing or price gouging enabled by this technology. Despite these fears, a 2025 study by researchers from several universities found no evidence of surge pricing occurring in U.S. grocery stores using ESLs, providing some reassurance to shoppers. Customers remain curious about how price changes are controlled and whether prices at checkout always match those on electronic labels. Retailers also emphasize environmental benefits from reducing paper use alongside operational efficiencies.